Over the weekend, Facebook CEO Mark Zuckerberg invited Facebook users to join him in his New Year's resolution to read a new book every other week. First up: The End of Power by Moisés Naím (an Atlantic contributing editor!). The book club has, of course, a Facebook discussion page where comments will be moderated ("to keep it focused," Zuckerberg explained in a Facebook post).

The book has a Facebook page too, with a (broken) link to the Amazon page where you could buy it. Zuckerberg's new book club has the potential to be Oprahesque in its influence on book sales—Naím’s book has already sold out on Amazon. But the club also underscores the scope of Zuckerberg's wide-reaching ambition for Facebook as an unbundled, omnipresent force online.

"Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today," Zuckerberg wrote. "I'm looking forward to shifting more of my media diet towards reading books."

If this sounds like a move to push people away from using his service—you know, the one where people are getting so much of their non-book media—it's probably because Facebook isn't, at its core, the service you might think it is. Zuckerberg's book club is a reminder that, as Austin Carr put it in a deeply reported Fast Company article about the company last year, Facebook's central strategy "has very little to do with the company you think you know based on your desktop use of its social network." Because Facebook isn't just a social publishing platform or an online destination; Facebook wants to be part of everything you do online. It wants to be, as Carr put it, the "fabric of the mobile world," which means the company's growth depends on a slew of projects that have little to do with status updates. Facebook wants to build the infrastructure of our online lives, which, in a mobile world, turns out to be the infrastructure of our offline lives, too.