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i'd say that a collection of book enthusiasts AND librarians who could help them fine-tune and alpha test an entire store would be best - multiple groups from several reading forums. and let's face it, most of us would do it for free.
their site shows that borders is still thinking like a brick and mortar-type store trying to impress users online rather than thinking like an online store where content - and the easy, fast browsing and searching of it - is king.
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