gggplaya, the pop up will likely have components at special prices. It will also display the latest in portable tech, judging from the article, like fence-sitting ultrabooks that make the transformer sound (Or at least, they better make that sound) when you turn them into tablets. It's also a great link to the Back-to School promo, likely with employees who have an inkling of what they are selling.
Would you prefer these moms and dads, well-intentions aside, get their buying advice from the staff at Best Buy? Haven't you ever rolled your eyes on Woot at some mother asking if an aging, overstock HP will be good for her daughter going to school for graphic arts or heard dad talking to a "Genius" about the right machine for his son the gamer? This is the chance for their kids something that actually preforms as needed.