B&N thinks they are seizing an opportunity; I think they are seizing a small one when they could have a bigger one. If B&N wants to bring former Border's regulars into the B&N fold, then why not offer something to encourage them to make a B&N purchase within the next 60 days? I think a 25% on one book printable coupon to entice Border's customers would have been a smart move. The email Mr. Lynch said does little.