A young friend of mine, a student at Texas A&M University, was offered the choice of purchasing the Riverside Shakespear for $125 or renting it on her iPad for $5 for the semester. (That day seven of her friends went to the campus book store and purchased new iPads, convinced their savings on textbooks for a year would more than pay for their new iPad.)
If we knew what it was we were doing, it wouldn't be called research, would it?
