Say what you will about Waterstones, they’ve got a sense of humor. First it was their plan to counter Amazon’ drones with a trained owl delivery service. Now a friend just directed me to this Storify tale about what happens when a customer reads aloud from the wrong book. (Granted, the tale is about 8 months old, but it’s still funny.)
I have to admit, the Elder God probably wouldn’t have been able to get as personalized service from Amazon. That’s what gives these bookstores their competitive advantage right now.