The Wall Street Journal is reporting that Kindle is set to launch its own lending library this Thursday, without the support of any of the Big 6 Publishers (Hachette, Harper-Collins, McMillan, Penguin, Random House, and Simon & Schuster). Very, very interesting, but incredibly limited. It’s a foot in the door. Limiting it to just native Kindles is brilliant marketing.  The new program, called Kindle Owners’ Lending Library, cannot be accessed via apps on other devices, which means it won’t work on Apple Inc.’s iPad or iPhone, even though people can read Kindle books on both devices. This restriction is intended to drive Kindle device sales, says Amazon. The program, which is effective Thursday, comes a few weeks before Amazon ships the Kindle Fire tablet on Nov. 15, which is a direct competitor with the iPad.