Luis von Ahn did digitize the entire archive of NYT before flipping reCAPTCHA to Google, and I'm sure it's still helping. But because he did that, he had time to start monolingo project (now duolingo) which is helping translate the Web.
So if reCAPTCHA was not being turned into a tool for profit, it would be sitting in dust at some old room in Wean Hall. Or, Luis would be still with it, and Duolingo would never have existed.
Besides, all work that Luis did on CAPTCHA at Berkeley and reCAPTCHA at CMU is published. Nobody is being prevented from making another one just for books. Amazon, maybe?
reCAPTCHA is being utilized for other things because digitizing books in that manner is not useful anymore. Most publishers now have ebook versions of most of their books, which are already digitized.