Barnes & Noble has apparently miscalculated demand for its Nook e-reader and now will delay its arrival into its stores by one week.
The slated date for the company to satisfy its pre-orders is now December 7 - it already said it won't be able to fulfil new orders until January 4.
The Nook, costing $259, will be available in some big stores but in limited numbers on December 7 - it had previously prompted the same for today.
So is this just a cunning plan to fuel demand for Yule, or has Barnes & Noble seriously underrestimated just how popular e-readers will be?
As the company won't say how many units it's manufactured, we won't ever know the answer to that e-question.