“There are some really smart people in the book business, which is why it’s such a mystery that so little is known about the basics, such as why anybody buys a book. Wal-Mart can predict with great specificity that hurricanes in Florida will mean increased demand for batteries and flashlights, but also, based on past correlations, beer and pop-tarts. (Beer, understood, but pop-tarts? Don’t they need toasters for that? Wouldn’t the electricity be out?) The book business has nowhere near this forecasting expertise.”