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I note in the article that strikes are not viable in the UK. They may be more effective if more people knew of their existence. I only happened upon the article whilst looking for new lead for marketing.
I'm not surprised George has made a loss on this site. Nobody wants to go to an online music site that has only four artists, not when you can walk into HMV and find thousands. Besides that any site with a members-only section is a big turn off to non-members unless people go there with the specific intent of joining some group. And the shop is "under construction" whatever that means (I always assume it means "Help! I'm stupid, I don't know what to put here").