In alot of ways, the book store is like a "smarter than you " store And that's why people are intimidated. Because to walk into a book store you have to admit that there is something that you don't know. And the worst part is, you don't even know where it is. You go into the bookstore and have to ask "where is this? where is that? Not only do I lack knowlege, I don't even know where to get it." So just to walk into a bookstore, you're admitting to the world, "I'm not too bright".