Shakespeare was wrong on that point; I love lending people things.
Last night, Andy told me that he had started on the IMDB 250 list, and had seen about 70 or so. Watching those films has been one of my great pleasures over the last 4 or 5 years, and I relished the chance to talk up old films that he might otherwise be deferring (he's quite reasonably starting with the more recent films). I also managed to lend him a few of my DVDs to further his quest - Rear Window, Vertigo, Lawrence of Arabia and The Good, The Bad and the Ugly. I always get a buzz when I can relay my enjoyment of films to other people, and especially when I can put the film in their hand to make it happen.
Movies are probably my bigger passion, but I've had similar experiences, albeith to a lesser extent, and probably with a little less success (I heartily recommended Ilium and Quicksilver to Lee and Ali respectively, but they haven't gotten far with them, AFAIK) with books and music, too.