I was out trying to escape the heat yesterday and ended up at Borders Books at the corder of 19th Street and Newport Blvd. in Costa Mesa. The “official” temperature in Costa Mesa was 92 degrees yesterday, but it felt even hotter than that. My plan was simple: have an iced tea, sit and read a bit. I wasn’t surprised that a number of people shared my idea. In fact, the place was full and seating was at a premium. One group even brought a deck of cards and played bridge. What surprised me however, was how cool management kept the store. Forget setting the thermostat to 78 degrees to save energy — I suspect the store was cooled to the low 70s. I spotted one one woman wearing a thin shawl, and a couple of other people wearing light sweaters. Saving energy, however, was not the goal — the goal was to lure people into the store. And on that front the strategy seemed to be working.