I like to shop online and stay out of stores partly due to the time savings, but also because of anxiety. I agree that buying online is a luxury and a reasonable premium is attached to that, but I disagree that the price should be comparable to in-store.

For a company that is essentially the manufacturer and retailer, there should be quite a bit of overhead removed for them. I'm really disliking this trend where ecommerce-based manu-tailers are seen as premium brands and can increase their margins more than the other guys and make hand over fist. To me, it's even worse than slimy car dealers or furniture stores.