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Recommendations can form the basis for a professional identity, as evidenced by the example of bookstores: storekeepers such as Raymond Picquot and Pierre Toreilles consider their ability to highlight particular books as a core part of their profession. Recommendation may therefore take striking forms based on media coverage of the recommender and the way in which a mobilizing statement is defined in the store through a variety of messages and signs. Online bookstores showcase another model that can be analyzed from the perspective of the work of Michel de Certeau: recognizing the activity of website users, these stores invite potential readers to take a lead in organizing the available products. Digital storekeepers must provide a form of hospitality in order to embody a new model of prescription that remains to be explored further.