It's always a win to see a seller who cares so much about his product that he's willing to give (some of) it away for free, just to spread the joy s/he finds in it to others. "The Proprietor" in this pic doesn't just sell books to meet a profit motive (although that's obviously important), s/he genuinely cares about reading and encouraging other people to read, unlike proprietors of certain other bookselling chains.

~OLJ