This is the problem with metaphor; eventually their legs run out. The more correct metaphor is: Walmart sells you a coloring book. In the back of that coloring

This is the problem with metaphor; eventually their legs run out. The more correct metaphor is: Walmart sells you a coloring book. In the back of that coloring book there's a mail-in coupon: send it in, $5 for a second coloring book. Walmart now not only expects to make a cut on that initial coloring book sale; they expect to make a cut on that mail-in sale. One might say: Wait a second, if I'm going to buy that second coloring book, its probably because the first one was so good. If I'm going to buy a book from Kindle, its probably because that book was surfaced to me in the Kindle app. Walmart and Apple didn't exactly have a large hand in making that second sale happen; my product clearly had a much larger hand in it. Apple would, of course, disagree; because they have a god complex.