Interesting question. I was in WHSmith last month. I like to browse bookstores when I am traveling overseas looking for items that I can't find here. I lasted visited B&N for Christmas gifts. Prior to that I can't remember when! Maybe in the summer when I wanted to see a Nook STR demo'ed? I bought a NOOKcolor in Nov 2010 and have never used the Read-in-Store feature. I used to go to Borders every Friday before my local store closed a year ago. I do very much miss that ritual.