The semi-anonymity of the online environment makes people less inhibited. We can let people describe their preferences, analyze their past buying patterns, and create a home page specifically for them. If you're a big mystery reader, we can show you the three hottest new mystery novels and highlight one from an author you've bought before. These interactive features are going to be incredibly powerful. And you can't reproduce them in the physical world.
Physical stores have to be designed for the lowest common denominator.
You've explained the competitive opportunity. We're not just putting up a Web site. We've had to develop lots of our own technologies. For example, customer service is a critical success factor in any retail business. If you make customers unhappy in the physical world, they might each tell 6 friends.