Borders installs Video Screens (!)

Many years back our local Grand Union supermarket installed TV screens at the checkouts. They lasted about nine months, and finally were removed because of customer complaints, vandalism, and customers who would surreptiously turn them off when standing in front of them being subjected to a barrage of advertising.
Now, according to this story in the New York Times, Borders is installing these things in their stores. Maybe this is the onset of senility, but I think this is a terrible idea. It is getting harder and harder to move around in a public space without having a video screen in your face. It makes interacting with real people in a public space much more difficult, if not impossible. It distracts from the ability to quietly read a book.
What were they thinking?

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