This is one example of one of many that is adapting and fighting back and it involves wireless tech. Barnes and Noble, BN, is now offering free Wi-Fi access at all its book stores in a deal signed with ATT. This an an effort in bring added attention to its new ebook initiative.
So that leave you, Borders with your locked T-Mobile access points. Needless to say, this is a great beginning for wireless anywhere. Borders will have no choice but to follow as will local and chained coffee shops if they want to drive traffic to their stores.
Just a plug for Wi-Fi and ebooks a bit. BN doesn't have a physical challenger to the Kindle yet but ebooks are available on PC, Macs, iPhones and iPod Touches, and other mobile phones. Also, if you have an iPhone or get your broadband at home from ATT, you automatically have access to ATT's managed Wi-Fi network (finally something positive to say about Ma Bell).