There are two kinds of Borders coupons: programmed coupons, and S-key coupons. The programmed coupons have the terms and limitations hard-coded in, and the cashier just scans it. These types of coupons traditionally are the 10% for electronics ones. S-key coupons on the other hand require the cashier to directly key in the discount rate as well as exercise discretion on what items apply and what items don't apply. The 15% off for taking a phone survey is an example of a S-key coupon. The Reader, being an electronic item, is restricted to a 10% discount with this coupon, but since the terms aren't printed on it, my cashier gave me the 15% discount.
The 30% off coupon at visitborders.com (shown below) is an example of a new coupon that specifically excludes the Reader. It is also a programmed coupon, so even if you were to edit out the exclusion, the register would probably prevent it from working. I don't have inside knowledge of Border's backend system though, so I could be wrong.
