Borders surpasses its big competition by offering a huge selection of media in a very customer-friendly environment. The music section alone is better than most stores that specialize in CDs and the DVD selection is worthy of equal boasts. As for their book offerings, not only do they stock an impressive collection, they have public terminals through the store to make finding what you need quick and easy.
Whenever I've had need to place a special order, they've always come through--even on the hard-to-find titles.
The café is another big draw that brings me back to Border's regularly. The hot chai latte is delicious and the panini sandwiches are worth the trip alone.