I went to Borders on Sunday. As soon as I saw "up to 40% off" I knew it was going to be terrible. Amazon is usually at least 30% less than Borders in the first place, and practically nothing in the store was actually 40% off anyways. I didn't find one book in store that wasn't less on Amazon. It's really no wonder that Borders is dying.
Nah. That's just not true.
I got "Zen and the Art of Motorcycle Repair" from Borders for $9.44.
Amazon.com has it for $10.55.
With the coupons, Border was ALWAYS cheaper than Amazon.com.
People just didn't bother doing their homework.
(Picked up "Thus Spoke Zarathustra" for $10.08. Amazon.com is selling it for $10.88.)
People just believe the conventional wisdom and don't actually do the comparisons.