We’re not fans of hitting someone when they’re down – but we have no trouble hitting them when they’re already out. In the case of Borders, their Going Out of Business sale is emblematic of everything they’ve done wrong all along. Their latest “40% Off” sale is anything but. It’s a come-on to bring you into the store, but the discounts are more like 20% and that’s off RETAIL price, not the normal discount price. It’s just another example of not pleasing the customer, which goes a long way to explaining why they’re going out of business.