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Actually Avaren, there is a theroy of technological advances that states that ever so once and a while technology will shift, when the technology shifts everyone goes back to zero and past sucesses guaranty nothing. What happened here is that technology shifted when Amazon entered the market and all three palyers (Borders, B&N and now Amazon) start at zero. Actually Amazon initated the shift and Borders simply was too late to the playing field and lost the game. Previous shifts in this business was 1) The shift from local stores to book stores in malls; 2) shift from mall stores to big box stores, then the recent digitial shift. I am actually anxiously awaiting the next shift beyond the digitialization of books.
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