Things would be sold cheaper than competition and that's right. However, the unique part of the idea is to keep the price private - it is only revealed to the buyer who has already decided he wants to buy that item. This would be the solution for small to mid size retailers in getting sales diverted to them from those big players. Prices are kept private for a reason - to soften the onset of price competition.

I agree. I that website was an unnecessary essay. Dot point are always sufficient.