Fair points, I guess I should have said "Personalized" cross sell or upsell. I'd love a borders bar code scanning app so I could see if a book was well rated without having to go to amazon, or to get a "people who like this..." message based on a selection. Those ideas are just the start. I think the startup ethos could be applied pretty heavily to the world of retail, especially as more and more people are carrying around personal computers.