Great questions!
We just launched on June 27th so we're still in the early stages. We just got listed on Graviex today. We really like them because they are easy to use and they are now accepting fiat deposits.
For bookstores, we can't go out to market ourselves until we have a good coin supply out there.

Right now we're working on additional exchanges, masternode advertising, and developing our mobile wallet. Check out the roadmap on our website for more info. I can tell you (as a professor at a university) that we're getting a lot of good looks our way from students and administrators. So that's a good thing to have in our back pocket! :-)