Both my sister and I learned to read well early, and we picked out our own books. Not all Dr. Seuss stuff, either -- my inclination towards science started early. By the time we got to school, reading a book was no big deal. We also knew what we liked and didn't like, at least broadly. I don't remember being required to read that much in school, but we did plenty on my own. It didn't take any class in school to get us to read for the sake of enjoyment.

But reading a book for the sake of "lessons on morality, problem-solving, growth, and so on" sounds more like taking medicine than pleasure. To hold kids' attention, it needs that "spoonful of sugar" in the form of exciting adventure, humor, exotic locales, etc.; the lessons are slipped in beneath the radar.

If you want kids to lose interest in reading, just make it all work and no play, and that will do it.

I meant underlying messages, like characters doing the right thing, even if it takes them awhile to get there. My daughter, her husband and I read to the kids, my daughter even before they were born
I used to read a lot, have a vision problem that makes it harder. Glad there are so many audio stories available.