Zappos rules the universe of customer satisfaction.........It is what they specialize in..... even before shoes or their other products, they are seeking to make you happy as a consumer. Instead of spending major bucks on advertising, they put that money towards giving most customers free shipping upgrades, mostly overnight - and, in doing so, get their advertising thru satisfied customer's word of mouth. They make shoebuying online totally painless and satisfying. If you spend a bit more....so be it. If you are interested, the CEO of zappos has a book out ....I believe it is called "Delivering Happiness"...... interesting read.