Yeah, that's what I was getting at. An "optimal" number of chances would be something like five, and at that point, you've already bought at least a modest sized army.
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Funny/sad thing is, when I talked about this with the local GW manager (had to stop by to get a copy of GA: Death and some Marauders), he laughed (in that way that sounds like a pity laugh) that they're their own worst enemies sometimes, because pulling sales to the online store also hurts the brick-and-mortar stores.
So, again, if you've got one nearby, and you like the store being open, direct your order through their kiosk so the manager gets proper credit.