There has to be a term for this as it happens very often: describe a common, frustrating consumer problem thereby implying that your product will solve it; follow up with a bunch of exciting and mystery-building hand waiving; finally, unveil your cheap, run-of-the-mill product identical to all the other cheap, run-of-the-mill products already on the market. At the end of the day, the website sells the same stuff that you'd find at any lower-priced mass retailer and doesn't appear to actually curate its supposedly personalized "my shop" based on my answers.
Some more impressions. One, it's rather discrediting for a "true fit" company not to offer true fit sizes such as AA for example. Two, it's rather annoying when a sales page asks for your preferences (brand, coverage, etc) and then proceeds to suggest things that are the exact opposite. Three, those impractical, showy "sexy time" bras, which seem to be 90% of the inventory, require panties to match, otherwise there is literally no point to them. Four, it's rather lame for a supposedly women-oriented website to push those fake silicone inserts as tough there is something wrong with real women's breasts.
Yes, bra fit is a big problem, and yes, it's a disruption opportunity. But I fail to see how True & Co has an interesting approach. They sell the same brands as everyone else and ignore your preferences just like those overworked, disinterested sales people. The shipping is free but if you have to return anything - which at a minimum of 5 bras per shipment is virtually guaranteed - it is easier to just go to your local mass retailer and try things on.