Whew, what a story. Retail is such a tough business; bookstores among the hardest of the bunch. (Any booksellers following here can attest, I’m sure.) Marketing folks are no dummies: They know that ensconcing their product with verbiage that connotes “community” or “authenticity” is the way to go. My son recently bought a pack of Italian ices, and the slogan is “Treat your REAL self.” Similarly, Oatly oat milk uses one whole side of a carton to promote its mission to “build a better society for people.” Well, ok! But at their finest, bookstores truly are the real deal, no fancy marketing required.