I had a breakthrough today. There is a very simple way to get the kids to read - but there's a catch: it's not easy. All you have to do is share your passion for a book with them, and it will inspire them to read it.
As simple as that.
I'll take one more time the food analogy. You can have McDonald's food or gourmet food; it's your choice. It's not so much about the price of the food, it's about the effort that you put into it.
The same goes for entertainment. You can either watch intellectually inferior television or cats on youtube (zero effort) or you can actually take the trouble to go to a book store or a libray and browse until you find something that you will enjoy reading (but this requires quite some effort).
Sometimes the lack of direction is disconcerting for the kids, and all you have to do is to give them a bearing.