Sometimes when you ask a question, you really get some answers.

Last week, in PW Daily and on our Web site, our Talk Back Tuesday feature probed for readers' thoughts about how George Jones, the incoming CEO at Borders, could improve the bookstore chain. We weren't sure how many people would respond—it is the dead of summer, after all—but apparently, we struck a nerve. We got dozens of responses: hire friendlier, harder-working people, many respondents wrote [click here to see the responses]. As if in response, some current and former Borders employees opined that they were being put under undue pressure regarding time spent and earnings made.

Maybe part of the reason for the passionate response has been that there's not a whole lot else, publishing-wise, to get excited about. Still, it's interesting how many people—authors, publishers, booksellers and, most interestingly, book buyers—are walking around with strong opinions about a bookstore chain. Could it be that despite the ease and phenomenal growth of Internet retailers—one independent publisher I spoke to recently sounded almost mournful when reporting that Amazon was starting to edge out Borders as his #2 sales outlet—people still take bookstores personally? "Where are the employees?" several people wrote. "Borders was once cutting edge," wrote one man, who identified himself as a lawyer. But now, others echoed, the magic is gone.

There were also very specific, and pragmatic, and very good suggestions, ranging from "offer Wi-fi free" to demands for a better returns policy (and fewer damaged books returned to publishers). And, yes, of course, many people talked money—"Change your discount card," one "booklover and customer" wrote. "Barnes & Noble offers a 10% discount with their card. Go one better and offer a 25% discount. If you have to charge customers for the card, I'd be willing to pay $20—$25 a year to save 25%." And then there was the wise Alaskan bookseller who pointed out that "Borders has an awful Web presence."

Still, what was striking to me about the responses we got is that you can feel the loss in them. One writer, a Borders employee, lamented the departure of long-term staffers and decided, "There is no help for Borders." Others pined for the good old days. "Hire only people who LOVE books, and please, hire older adults: The young people.... are pert and sweet, but they haven't had time to read many books." Whether employees or customers, these respondents put the personal experience of book loving way ahead of business.

George Jones, take note. These are your people. And they have spoken.

Agree? Disagree? Tell us at www.publishersweekly.com/saranelson