In every market there's a ladder. A number one, two, and three, and everyone else. Number one and two make all the money. Number three is barely hanging in there. Everyone else is coming and going all the time.
Borders is number three.
Wordsworth, who I had never heard of, is in the clutter, in the noise, not on the ladder at all, as far as I know. They're the uncola. They've acknowledged the ladder by not trying to be on it. What exactly their ladder is called is something of a mystery to me. The reason it's this way is due to the way the human mind works.