Ars Technica in an editorial on Amazon's new price checking iPhone app:
"It's certainly a consumer-friendly idea, though one wonders if it will cause that throbbing vein on the necks of Best Buy and Borders execs to throb a bit more quickly. For Amazon to explicitly suggest that shoppers take advantage of bricks-and-mortar stores—an expensive investment that Amazon has purposely not made—and then use the benefit derived from those stores to order the product cheaply online, well, that's a pretty straightforward declaration of war.
Retailers certainly can't be pleased with idea of all those 1-click iPhone orders going to Amazon even as customers stand in their stores, fondling their merchandise. Not antagonizing your customers is the first rule of business, but it's not real hard to imagine some stores approaching heads-down iPhone users with a crisp, "May I help you, ma'am?""
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