I have spoken to the Barnes and Noble corporate office about this in the past. I live about 2 minutes from a B&N and 10-15 from a Borders, yet I drive to Borders because they have the mag. When I'm there, I usually end up getting a book, getting my son a book for school, and usually some coffee too. So I figure every month there is a good $30 minimum they're losing. That's $360 a year, and if I die when I'm 75, that's about $18,000 dollars they will lose over the course of my shopping time on earth. lol
I'm sure they were not motivated.