…we are rolling out the new Borders.com e-commerce site on our in-store kiosks so that we can keep store inventory productive and still offer customers a very easy, prompt way to get the titles that may not be in the store…

Mr. Jones is implying this e-service is beneficial for all but simply, it shifts personalized ordering with a clerk onto the customer and allows for reduced stock, pending popularity of a title. And while “marshmallow resisters” may be willing to wait for an order, many others would rather buy a book already shelved.