The company's tactics have been thoroughly eviscerated here, as they should be. This is clearly misleading and I don't think I can add much there. But, here's

The company's tactics have been thoroughly eviscerated here, as they should be. This is clearly misleading and I don't think I can add much there. But, here's something else that I find funny: the membership fee is $39.95/month, which then entitles you to buy a pair of shoes for an additional $39.95/month. They state that this price is "up to 50% off". So, if you only buy one pair of shoes in a month, and the discount is anything less than 50% off, then you actually lose by being a VIP member. And, even given the maximum discount of 50% off, you would have to buy at least two pairs of shoes each month to come out ahead vs. just breaking even. I am sure that there are people who buy shoes at this rate, but I am willing to bet that many do not consider this in their calculus, and the company knows it. I would guess that many assume they are getting a deal, as long as they "use their memberships" and buy at least one pair of shoes each month. And, almost certainly, none of them think think they could actually lose as a VIP, so long as they make one purchase. This is not as overtly deceptive as their site design, but it underscores that their primary business model relies upon their customers' lack of understanding in one way or another.