FORTUNE - Jan 18 - Padmasree Warrior who has spent most of her career in prominent C-suite offices, running large hard-technology operations at Cisco, Motorola, and Tesla competitor Nio has now swapped enterprise software and electric vehicles for online book clubs. Her new startup, Fable, is the result of 18 months spent trying to create a more thoughtful - and less toxic - social media app for book lovers and some of the companies that employ them. Fable has been quietly gearing up for months, but on Jan 14 it officially unveiled its new app for both the Apple and Google Android stores. It has also raised $7.25M in seed funding from investors, led by Redpoint Ventures, for an undisclosed valuation. Customers have to buy ebooks through Those who pay an annual membership fee of $69.99 get access to thousands of free titles in the public domain, plus recommendations of works selected by prominent writers and other guest experts.