My opinion is divided. On one hand, Indigo is a physical space where bookworms can congregate and feed their minds. There's just something special about spontaneously walking into a physical store and picking out a book that speaks to your soul. On the other hand, Indigo is becoming less competitive in pricing against Amazon. It is difficult to justify spending an extra $5-10 on a book that can arrive at your doorstep the next day via Amazon Prime. Indigo Books vs Amazon: The greatest dilemma of the 21st century.