There are two background voices that keep going off in my mind with the new store.
The first is from the Kevin Costner movie Field of Dreams. The main character hears voices in his head, "If you build it, they will come." He mortgages his life and puts all his energy into building a baseball diamond in his corn field. He's rewarded in the end.
The second voice is from an Isuzu commercial. This guy is driving his Isuzu SUV and he hears a whispering voice say, "Farther!" He goes off road like a brave explorer. He's being adventurous and he hears the whisper again, "Farther!" He turns into impenetrable jungle in his trusty SUV. In the last scene we see him in his SUV on a raft, about to go over a waterfall. The voice whispers: "Too far!"