[deltarholamda]

>When places like Zappos encourage people to buy extra just to return the excess

Yeah, but Zappos just sprays some of that stuff they use for the rental shoes at bowling alleys, which as we all know makes the shoes pristine, in like-new condition. All shoe retailers use this eldritch magick, created by the great Druid Alchemists that built Stonehenge, so that's not a fair comparison.

[ADifferentKyle]

The fairness of the comparison doesn’t really matter because we’re talking about buyer expectations… My point was more akin to the one made in the article - regardless of she store methods, they’ve helped create the expectation and habit for the buyer.