Borders' subtle statment about Novell's relevance

I took this photo at Borders' Auckland store yesterday afternoon.

Are Borders trying to position themselves as the subtle industry analyst with their shelving labels? Should Gartner be concerned that people will stop reading their reports and start scanning Borders' shelf names?

Noticing this shelving good did lead me into purchasing 'Don't Make Me Think'. I read it on the flight back to Wellington and it was pretty good and quite funny. The content was all common sense, but sometimes it just takes very clear communication for common sense to make sense.

I guess it is just a shame that 'hey, don't make me think' is probably the response of Novell's marketing department when questioned by their CEO...