Record Store Day. Help or gimmick?

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Record Store Day is just around the corner (4/18/09) and I can't help but wonder if it is really meant to help/celebrate independent record stores or turn a quick buck for the record labels. Sure there's a lot of press, but it all seems to revolve around limited edition releases that people still have to pay for and are mostly throw away singles and ep's. I just can't help, but wonder if Record Store Day is just a scam to sell records that normally wouldn't sell. recordstoreday.com