cmd+w tends to work well. As for ROI, as a former ecomm product manager I can tell you that our marketing department's reasoning for requesting the feature was

cmd+w tends to work well. As for ROI, as a former ecomm product manager I can tell you that our marketing department's reasoning for requesting the feature was not based on ROI, rather, herd mentality. And, once a feature is there, it's extremely difficult to remove.