Putting an End to Returns: Utopian Publishing Dream or Eventual Reality?
The fact that books are returnable in the first place is cause for frustration, and it should be cause for concern. I'm hard-pressed to think of another returns-based industry like book publishing. (Name one if you know one in the comments, please!) The fallout from being a returns-based industry is that retailers have little incentive to order what they think they can really sell, and publishers rarely push back on what might be perceived as unrealistic orders because they're desperate for a shot at getting their product in a position where it might really move.