<<How about going to the local bookstore and explaining that you're buying the book there instead of on Amazon because you want to support them. >>
This is a super idea...and you shouldn't feel sheepish about it as you're going to be helping the local shop out on a couple of fronts. Firstly, if they make the sale, they'll make a profit, you can bet on that. Secondly, you'll be doing them the favor of letting them know that the item is overpriced, and maybe if they adjust the price long-term they'll sell more copies and make MORE profits! All merchants want feedback. American culture is such that we feel guilty about negotiating, when it's an accepted practice around the world. While I wouldn't negotiate on every purchase I make, I do try and get reduced prices/better payment terms, and you'd be surprised at what you can achieve as long as you approach it with the objective of letting both parties find a win where no one is taking advantage. Having cash on hand is always a nice negotiating tool! Like Anne said, the worst that can happen is they'll say "no", and given our shaky times there's not a lot of merchants that will turn good business away, especially if the option is an Amazon! So there's no "ethical dilemma" at all...you're just being a good consumer! :~) Bob NP: William Clarke, "Gambling For My Bread"
