Not to be outdone by Amazon Prime Air (Amazon's future drone delivery service), U.K.-based bookseller Waterstones has promised its own state-of-the-art system of parcel delivery for those readers too impatient to wait for the mail: O.W.L.S.

The "Ornithological Waterstones Landing Service," which promises to deliver books and other purchased goods to online customers "within 30 minutes," will go live in "a number of years," for good reason.