Your in HMV. The Blu-ray you want is £20. You get your smartphone out and look on play.com. It is £12.99. You order it off play whilst you are standing in HMV...
There business model is totally out of sync with reality (well their prices are at least).
While that example is very true smartphones are now making it EVEN easier.
An app that scans the barcode and then it will search the web for the cheapest price, not just one website