Fair points, our thinking is that this service would be geared to men who don't want to put in the effort described above - the value add would be the convenien

Fair points, our thinking is that this service would be geared to men who don't want to put in the effort described above - the value add would be the convenience of not having to dig around asking for opinions, and not having to go to the store and shop. We are planning to try offering Zappos-style return policy and watch how the economics work out.