The ebook store works the same way it does here in Canada when you're searching for an ebook on
Chapters/Indigo. Instead of going to a Chapters/Indigo branded store and hiding the fact the store is being hosted by Kobo (the way it was done in the U.S. with Borders), it takes you to the Kobo store where you can purchase your ebook. I think that was a wise decision. There was a lot of confusion about the Borders setup in the U.S.