I agree, reading by nature is very personal. Have you tried reading when you're surrounded by a group of friends talking? Yeah, hard to do. Doesn't really work.

But, where I've found the "social" element being important is more in helping me to determine what to read next (like a friend recommending a book to me), discussing books with others or sharing something interesting about what I'm reading, seeing what my friend's of family's all-time favorites are, etc.

The interaction comes in-between reading sessions and has greatly enhanced my enjoyment of books.