>> basically a company, investments came out with a report where they aggregated finnerty of the sames what we saw. the prices on bed bath and beyond were 6.5% lower than amazon and this was before coupons people were using. stuart: 20% coupons. >> this has everyone up in arms because it is the brick and mortar store. you have to drive the party line and by the merchandize and amazon is instant, low overhead because everything is on line and they don't have a store to go into and they were beating a lot of brick and mortar stores on price. this is now the issue. stuart: is referred to some degree to bad back and beyond. >> that has everyone wondering, brick and mortar stores are able to beat amazon on this price and eventually yes. stuart: i have one more for you. a guy goes into best buy, takes his smart phone, he wants to buy a dvd, he scans the bar code on the dvd and says wait a minute, amazon is $2 cheaper, takes the smart phone to the cashier and says look at this, $2 cheaper amazon at which point she says i am taking $2 offer price, matching the price. >> we will see a lot of r