I love to read, and once I learned the finer points of "reading between the lines" (ie, literary analysis), and discovered there was more to what I was reading than just the words, and the imagery produced by the words, reading became much more of an adventure to me. It's not a wonder that I have a degree in English, and contrary to popular belief, earning a degree in English is no cakewalk. It does require a love of reading, because you're going to be doing a LOT of it, and of writing - because you're going to be doing a lot of that too.
It saddens me to think that anyone would think of reading as a "chore" - but that's by no means really a new phenomenon. It's a more noticeable one as technology advances and there are fancier "entertainments" by the day like video games, high-definition TV, home theater systems, etc. My brother, my polar opposite, didn't have a lot of video games (we had an NES, and then later we each had a GameBoy, but I bought my own GameBoy), but to this day, he hates to read and sees it as more of a "chore." My mom read to us every night as children, we had a full library of books, and he's married to a teacher, also an avid reader - but he just doesn't like to read.
He's by no means unintelligent, but at least he doesn't begrudge me and my SIL our love of books, and our intent to pass on that love to my new niece and nephew.