Some small bookstores hit back by buying their stock from the supermarkets rather than their wholesalers. Asda attempted to counter this by imposing a limit of two copies per customer to prevent bulk purchases. Philip Wicks, a spokesman for the UK Booksellers Association, said, "It is a war we can't even participate in. We think it's a crying shame that the supermarkets have decided to treat it as a loss-leader, like a can of baked beans." Michael Norris, an analyst at Simba Information, said: "You are not only lowering the price of the book. At this point, you are lowering the value of reading." In Malaysia, a similar price war caused controversy regarding sales of the book. Four of the biggest bookstore chains in Malaysia, MPH Bookstores, Popular Bookstores, Times and Harris, decided to pull Harry Potter and the Deathly Hallows off their shelves as a protest against Tesco and Carrefour hypermarkets. The retail price of the book in Malaysia was MYR 109.90, while the hypermarkets Tesco and Carrefour sold the book at MYR 69.90. The move by the bookstores was seen as an attempt to pressure the distributor Penguin Books to remove the books from the hypermarkets. However, as of 24 July 2007, the price war had ended, with the four bookstores involved resuming selling the books in their stores with discount. Penguin Books has also confirmed that Tesco and Carrefour were selling the book at a loss, urging them to practice good business sense and fair trade. The book's early Saturday morning release in Israel was criticised for violating Shabbat. Trade and Industry Minister Eli Yishai commented "It is forbidden, according to Jewish values and Jewish culture, that a thing like this should take place at 2 am on Saturday. Let them do it on another day." Yishai indicated that he would issue indictments and fines based on the Hours of Work and Rest Law. Editions Harry Potter and the Deathly Hallows was released in hardcover on 21 July 2007 and in paperback in the United Kingdom on 10 July 2008 and the United States on 7 July 2009. In SoHo, New York, there was a release party for the American paperback edition, with many games and activities. An "Adult Edition" with a different cover illustration was released by Bloomsbury on 21 July 2007. To be released simultaneously with the original US hardcover on 21 July with only