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It's important to get the analogies close.

The bookstore isn't the same. It would be if the book had a QR code on the back labeled "guaranteed cheaper here" - not just the UPC/ISBN.

The customer is choosing to price compare somewhere else, that's not steering, that's brand loyalty.



Wasn't this literally a feature of the Amazon app? You could scan a book's UPC and have it pull up the Amazon listing.


Sure, but that's _still_ customer brand loyalty. The _book_ isn't advertising "Go to Amazon for the cheapest prices" on the cover.




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