Ipod Vending Machine?

We went to buy AppleTV on Thursday from the Apple Store in Mission Mall, and as we were walking through Macy's spotted this. Although I have seen this before it was only in one other place (the entrance to Pavilion's in Ladera Ranch).

I was a little caught of guard. I don't get it. I mean your in a mall...not in the middle of nowhere with no access to internet or sales people. What is the thought behind it? Is it just in case you have been thinking about buying an Ipod, Digital Camera, etc. and "Hey...Look at that they have them right here!" Or are you hoping people have never seen those items before and will think that is the only way they can buy it?