"...and sell in your local Borders store"
"...distributed...in more than 1,200 Borders locations and other retail locations around the world"
"...retail stores around the world..."
How would you interpret these line from the Borders online video?
But the FAQs say: "Will Borders carry my book in the store?: Currently, Borders does not have a program for in-store placement of books published through Borders Personal Publishing. However, in-store services are being developed and are scheduled to launch in 2008. To be eligible for these future in-store programs, an Editorial Evaluation must be performed and the book must also have an ISBN assigned to it. Additional requirements to qualify for in-store programs will be outlined when each new in-store service is announced."
Surprise, surprise "editorial evaluation" means a cost of at least $299 and note, they are not even specifying what the additional qualifying requirements for this program that may eventually exist will be. Meanwhile people are being actively encouraged to give these programs as gifts, no doubt diverting young writers into a priced up version of Lulu with little more than a wink and a promise.
I feel this marketing approach is a disgrace. If shelving is not available now, and the terms under which it might one day be made available are not known, do not let people believe it is on offer. In fact given that people will start off assuming a Borders deal will involve Borders shelving they should be going out of their way to make sure that misunderstanding is not perpetuated. I am not impressed with either Borders or Lulu over this kind of promotional material appearing online and on Borders receipts.