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After seeing the entire video...I think that this is a great trend...
I can't remember the last time I bought a non-textbook in a bookstore. Books aren't emergency items so people are willing to wait a few days to get the best price over the internet usually. Bookstore prices are systematically higher.
Also, consider...
1) It is a border town so that 250,000 is inflated with non-native English speakers....who are also uneducated Mexicans.
2) There are libraries.
3) Books are sold in food and general merchandise stores in the town....so books are sold retail!
4) You can buy books over the internet....paper and ereaders.
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