Peter, Pain is one of "us", in a very unique way.
Pain knows what I mean.
Pain does have an interest in what happens here.
Some of "us" do, although we may not always be financial investors, so to speak.
Pain can be delightfully sarcastic! or,not..depending on your taste in personalities. I am sure that Pain would be delighted to be considered an acquired taste. Pain would not want to be so common as grape jelly, I don't think.

Borders does seem to be tanking quickly.
I am surprised that it has lasted this long. I expected it to be gone over a year ago. It is evident that the company is eating it's self to stay alive.
I don't think that the upcoming, consuming usless items season is going to save it from extinction.
Really, at a time when most retailers are serving up nostalgia and tradition for the shopping season, Borders breaks away with a violently pink holiday tree!
Maybe I am wrong. Maybe they are really on to something. You think?
-----Naw!!! Besides, what in the world is a bookstore doing in the holiday decorating business anyway.
But, wait! This IS Borders, the "anything BUT books" bookstore.

"Oh, yeah. That book you want? We don't have that in stock. Why don't we order it for you? We could have it for you in about two weeks, if we can find it.
How about a pink tree instead?"

At which point the customer goes home and orders the book from Amazon, in digital format.
Who needs it?
Like it, or not-- the times, they are a'changing!