As written on Mark Haddon's blog markhaddon.com

'Curious incident has been chosen as one of the 25 titles that will make up the million books to be given away on world book night. the whole idea is rather brilliant, not least because it seems fabulously crazy. best of all it's about reading not just as a magical private experience but as a communal one. giving books, sharing books, talking about books. doing something else instead of watching i'm a celebrity get me out of here. it's about getting nervous / unwilling readers reading more and getting avid readers reading differently. hell, i might even dip my toe into a lee childs. 

respect to mr jamie byng of canongate for being the evil genius behind the project'