I've been a loyal Barnes & Noble customer for years. I used to live close to a store, and I would spend hours reading books while having a cup of coffee and dessert in the cafe. I also bought a lot of books. When they started selling Starbucks Coffee, I thought, now B & N is heaven. This is where I want to go when I die.
I've also been a loyal Amazon customer for many years. I knew I would eventually buy an ereader even though I didn't like the concept of reading a book on an electronic device, but you can't stop progress, so I had to get one.