The Internet-based auctioneer Priceline.com inaugurated its grocery-shopping service in the New York City region last week, amidst much fanfare and an aggressive advertising campaign supported by $70 million, to be spent in upcoming months. Part of those riches were plowed into an attractive offer of $10 off shoppers' initial grocery order, a device intended to foster trial of the service. There's no doubt that such a level of advertising spending will create a lot of noise, and further ...

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