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putting the newspaper back in the pile
But this does allow the retailer to return it and thus it doesn't go on their circulation figures and the retailer claims the credit from the Telegraph - so it costs them. (newspapers are pretty much all sale-or-return) Plus they pay the unit cost of the water to the retailer (+ probably a handling fee) too. Whittling down the Barclay fortune, pennies at a time...
c00ps
Feels a bit like buying a bottle of water at an airport where the cheapest option was to buy a copy of the Daily Telegraph, which came with a free bottle of water and was less than the water on its own, and putting the newspaper back in the pile.