"21 percent of Ultrabooks purchased by midmarket companies were bought in big box retail stores such as Best Buy, in part because the purchasers could actually handle the product before plunking down the cash. Because Ultrabooks are touted as lightweight and highly portable, the ability to handle the merchandise gives retail channels have an advantage over online channels, where the greatest advantage is often a lower price."
— http://www.thevarguy.com/2012/05/03/report-smbs-buying-ultrabooks-through-retail-channels/