Part of the issue at Best Buy might be that the clerks at the stores are in the very large percentage of folks who
don't read books. At all. If you don't read books, then there's no reason to know about an e-book reader.
I still don't understand the whole "I'll never give up reading real books" mindset. I mean, I read for the
content: stories, information... Unless it's a magnificently gravure-printed coffee table book of breathtaking images, I just can't see what difference it makes whether one is reading on an e-ink device or print on dead tree pulp. (And if it's a mass market paperback, then make that
acidic dead tree pulp.)
When I first bought my Sony E-Reader, I went to show a friend who's in the above camp.
And before I even pulled it out of my bag, she said, "I'm not going to be convinced." Sigh.