4 Corners Quest - Day 2. Can we go to the store?

I have no idea how to broach this topic with my girls. 

So when we started encountering 200 miles worth of billboards announcing its arrival, I stared ahead, kept quiet, and hoped for the best.
At the 37th billboard of the ad campaign, Emily finally notices. 

"Oh cool. They've got an entire superstore just for fantasy novels. Can we go!?"

 Silence. 

No help from the mom-character.

Silence. 

"Wait. Novel-ty. Oh... Huh, never mind."

Silence.