Customer: Hello, do you have (book x) in stock?
Bookseller: (sound of tapping and that annoying sound they make, like whistling through their teeth).
No, but I can order it for you.
Customer: How long will it take ?
Bookseller : Four weeks.
Customer: (Thinks) Amazon can deliver in 2 weeks or less.
How much is it?
Bookseller: That will be $89.95
Customer: (Checks Amazon quickly)
Oh, it's $69.95 delivered from Amazon. Why can't you match that?
Bookseller: (pause, whistling) It's company policy.
Customer: Of course. Bye!

The most extreme parallel in the screen content industry is consumers choosing to pirate content when they can't get what they want, when they want it, at a fair price.

As MediaWave Expert Group member Chris Adams is fond of saying, "When movies are $1, there will be no piracy"
The world is waiting for the penny to drop in the screen industry, just as it has for Borders