Now granted, my son has only just turned 8, so the content issue is not yet too much of a concern, but my attitude is reading is reading.
If he asks for a(nother) book about sea creatures, fantastic. If he asks for a book about ninja pirates kidnapping zombie goldfish, that's fine too. The next installation of Wimpy Kid? You betcha! Am I crazy about the branding that encourage (and sometimes leads to) ancillary toy purchases? Not really.
But the point is, he's reading! Actual, honest to goodness, mind expanding, old school, tree-based literature instead of digital junk! I'm going to do as little as possible to get in the way of that!