I think the 10-20% discounts based on keeping 3-5 items is one point of appeal. Also the fact that you are the one choosing the items in the box as opposed to

I think the 10-20% discounts based on keeping 3-5 items is one point of appeal. Also the fact that you are the one choosing the items in the box as opposed to having a "stylist" choose them for you could be considered appealing (depending on the person).