I think it has to do with a trick they pull, which actually kind of cheapens the effect. I almost always buy shoes on Zappos, just because it has the convenienc

I think it has to do with a trick they pull, which actually kind of cheapens the effect. I almost always buy shoes on Zappos, just because it has the convenience of buying online without the risk of not being able to return (it's free to ship them back). So I ruined a pair of sneakers, and ordered a new pair from Zappos and something like the next day, even though I asked for the free, standard shipping, they send me an e-mail that Lo and Behold! Your shoes are coming! We love you! It was a nice break from usual online retail, but on the other hand, if they're only pretending that it's a surprise (eg they used to guarantee this kind of service) that interaction was somewhat staged :( Either way, great store and it's really nice to see a company that cares about making me happy even if they cheat a little at it