You go personal because I have the consummate gall to want to pay the lowest price for the highest quality. For someone who claims to be in the business, you have a remarkably cluttered vision of the customer’s experience.
Are you the bookseller who yells at those ingrates who buy e-books?
Do you swim against the tide, then with your last gasp, yell at the Moon?
(PS, remind me never to retain you when I’m brought in by creditors to downsize your establishment.)