And yet Sony, Microsoft, and Nintendo all manage to do it regularly with games. I agree Amazon is set to dominate this market, but if B&N can figure out a way to leverage its brick and mortar stores in this fight, they could still be a solid competitor. For example, if they really embraced this and allowed people to browse around the store for a book, take it to the counter and buy the ebook and have the clerk put it on your Nook, they could continue to capture the crowd that wants to browse as well as expand the market to people who are more technology-phobic.