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their UK christmas e-reader trade will suffer if it is not possible to walk into a store, pickup & examine a device, take it to counter & buy it..
the argos experience of queue for your chance to page through a locked-down paper catalogue, fill out a paper ticket, queue for a while to hand it in, queue some more somewhere else to eventually pick up a package.... is not to everyones' taste. maybe it's slicker nowadays but that is how I remember it...
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