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They're completely missing the right way to do this. They should have a download kiosk in the store, either connecting to the website or transferring the book from its own local hard drive.
I go to brick and mortar stores for instant take-it-home gratification or need. This does zero for me. It takes an extra 60 seconds or so to place the buy order on a PC from an on-line vendor you already use (e.g. Amazon) if you already have to be hooked up for a download.
I don't get the appeal of this transaction aside from gift giving and people who are uber-paranoid about their credit card info on the web (pay cash at store).
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