Does anyone remember the "Who Knew" sales campaign that Borders used a few years ago? All of the signage in the store was loaded with this message.
It was never entirely clear to me just what the message was.
I think that it was supposed to indicate to customers that Borders had more to look for than just what was in the store, i.e., the online Borders or the fact that we could order something for them if we did not have it in the store. But, the ads did not make it clear just what was intended. If it was cryptic to me, I can imagine just how cryptic it was to customers. Who knew?

Perhaps this could be applied to the ebook reader.
I was working there when the store started carrying some type of reader. It was never introduced to the sales staff and never explained just what it was. I remember that these items just hung on a hanger where they were ignored, except to count and pull for lack of sales. I don't remember ever ringing one up at the register or selling one to a customer.
Hey, "who knew?"!!!!!! Apparently, hardly anyone did. Maybe this still applies today.
Is it any wonder that they are sinking fast? This bad management has been going on for some time. I am just amazed that they have lasted this long.