Asda, along with several other UK supermarkets, having already taken pre-orders for the book at a heavily discounted price, sparked a price war two days before the book's launch by announcing they would sell it for just £5 a copy. Other retail chains then also offered the book at discounted prices. At these prices the book became a loss leader. This caused uproar from traditional UK booksellers who argued they had no hope of competing in those conditions. Independent shops protested loudest, but even Waterstone's, the UK's largest dedicated chain bookstore, could not compete with the supermarket price. Some small bookstores hit back by buying their stock from the supermarkets rather than their wholesalers. Asda attempted to counter this by imposing a limit of two copies per customer to prevent bulk purchases. Philip Wicks, a spokesman for the UK Booksellers Association, said, "It is a war we can't even participate in. We think it's a crying shame that the supermarkets have decided to treat it as a loss-leader, like a can of baked beans." Michael Norris, an analyst at Simba Information, said: "You are not only lowering the price of the book. At this point, you are lowering the value of reading."