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Let's say, you're waiting for a book that is due out "Real Soon, now". You're in Walmart, walk past the book card display and see that Wally's is selling it via a card. So you toss the card into the cart, next to those socks, and Cheerios.
If Walmart gets a cut of the sale of the book, cards are cheap to print and it wouldn't take too many sales to make it worth while for them.
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