The problem is that I don't go into book stores. I don't even know where to find a Borders... (might be one in Woodinville?) I switched to Amazon for books like 10 years ago now. I don't know, and/or care, what Borders carries. And a comic book shop... I'm not entirely sure I've even ever *seen* a comic book shop around where I live!
This is the year 2009, I buy everything online, except clothes. And I have many friends who buy clothes online, too. Maybe it's a geographical thing, here in the Seattle area I know far more people who buy things online than go to stores. (Except Costco, perhaps.)
I'd also like to point out that if Marvel is going to print a book and then not bother to sell it to the public, it might as well not exist. That's actually worse, it's like teasing consumers into thinking they could buy it, then BAM you can't-- SUCKER!