How Do Poetry Books Sell Without Massive Distribution, Review Attention, or Being Featured on "Mad Men"?

OK. So we know that Bookscan doesn't cover sales at Walmart. But chances are you don't buy much poetry at Walmart. Do a search for poetry at walmart.com and it will say NOT SOLD IN STORES. Poetry isn't Stieg Larssen. We get it.Why should we be skeptical of Bookscan numbers? It's what the Book Industry uses to judge how everyone else's books are doing. The first rule of Book Publishing is to LIE