This from a piece in The Observer by Anna Baddeley, who opened her own online page at myindependentbookshop.com only to find her nearest independent bookshop was not participationg.
"I was appalled by My Independent Bookshop," its owner, Jo De Guia, tells me. "It’s a cynical attempt by a multinational to appear soft and fluffy." She’s not a luddite (she tweets and her husband, who helps run the shop, is a computer programmer); her opposition is financial. If existing customers buy online at a discounted price, it will eat into her margins.
It would be interesting to hear other independent booksellers’ views on this.