At the supermarket, middle-aged folks with nothing planned for the evening will take a glance at the $9.99 rack of movies just to see if anything pops out at them. Middle-aged folks.

More and more the movies that are on those racks are some of my favorites: Trainspotting, Amélie, Pulp Fiction, Jackie Brown… So, when did I become the target market? In some ways it’s nice that products I want are being marketed towards me, or rather that there’s more of a market for things that I want, but I still find it quietly discouraging.

If you need more evidence, check out BestBuy’s $9.99 DVD page.