Hypertext isn't like the book trade
People won't buy software from booksellers
Christmas CD disaster of 1996
Booksellers don't love computers
...and don't have time anyway
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The book trade is defined by the idiosyncrasies of its retail channel, and nobody has managed to plant hypertext in that channel.
Lots of brilliant and capable people have tried hypertext in the book channel. This may change, but, today, it won't work.