Well, from a Canadian perspective, I believe that the $4 target for some 200 generic meds might encourage more folks to return to their local pharmacies, rather than searching online. The article I read on msn.com, stated that no online ordering, even within the US was allowed. Only online ordering in which the patients eventually go to the Wal-mart pharmacy to pick up their prescriptions is allowed. So, I would not take this marketing theme on a negative note (unless you work for an online pharmacy). The main thing that is probably happening is that Wal-Mart is making big contracts with a few generic companies, and lowering the price. Another non-economic advantage is that if more patients go to Wal-Mart, at least they will have a better chance at being counselled, rather than ordering online.