Lindsay is amused by the marketing ploy.

[lindsaydotcom]

I just got an email from Borders: - reserve the new HP and the DH and choose from one of two stickers that say "Trust Snape" and "Snape is a very bad man." What, like we can't trust him in this matter and think he's a bad person?

I bet they've had this email waiting to be sent out for months and just needed to fill in the date of the release.