Waterstones Re Brand

Interesting article that you should all read here about the de-brand of Waterstones. I think it's a well written rational - up to the point where they refer to the apostrophe, I would have preferred it if they just told the truth - it does not work as a URL. Personally - I find it objectionable that the last major bookseller chooses to disregard basic grammatical rules - and even more offensive that it's assumed the public are so stupid that they don't care.