Yeah, planet money had a good episode debating whether that's why they put milk way in the back of the store. But people also spend more money when it's easy t

Yeah, planet money had a good episode debating whether that's why they put milk way in the back of the store. But people also spend more money when it's easy to do so, and when they aren't frustrated by the process. How many trips to the store aren't even happening because it's an ordeal? Malls are playing the strategy of keeping people in store, while the internet is lowering barriers to the experience. Malls are dying and the internet is winning. There are a lot of reasons, but 'make it easier for customers to give you money' is probably not an awful business model.