Bertice Jenson couldn’t believe how shameless they were. Right in front of her in the Benjy’s superstore in Oklahoma City, a young couple pointed a smartphone at a Samsung 50-inch Ultra HD TV and then used an app to find an online price for it. They did the same for a Sony and an LG LED model, as the Munchkins from The Wizard of Oz danced across all three screens.

A version of this article appeared in the September 2015 issue (p.117–121) of Harvard Business Review.