Are your users passionate? I'm not talking about the occasional run-in with overly-friendly folks in the stacks. I'm asking if they give a crap about going to the library.
Creating Passionate Users is a blog that deals, incredibly well, I think, with the problem of trying to make your users come to you for the experience of buying/using/whatever your product.
Do your patrons love to use the library? Do they talk it up to their friends, try to get other people involved, try to find like-minded zealots wherever they may be?
Video games can do that. TV shows (Buffy, or Lost) can do that. Hell, VW can do that with a car the size of a freakin' park bench.
Libraries have things no one else can offer. Are you delivering an experience that promotes passion in your users? Or are you delivering an experience that is not quite frustrating enough to drive patrons away.
Or, are you in fact delivering an experience that is frustrating enough to drive most of your users away. To Google. To Amazon. To almost anywhere but your website or your front door.
