The store environment is heating up as more and more companies put their promotional resources into point-of-purchase efforts. Shoppers are now confronted by videos at the checkout, computer monitors attached to their shopping trolleys, and so on. Place-based media expose us to ads in non-shopping environments. Do you feel that these innovations are unacceptably intrusive? At what point might shoppers rebel and demand some peace while shopping? Do you see any market potential in the future for stores that ‘counter-market’ by promising a ‘hands-off’

shopping environment?