I'm annoyed by this, too! I just bought a dress for a wedding from Lands End that was really pretty. It was this, but in a pattern that must be sold out since it's not on their site anymore. They have a ton of pretty dresses on their site. I bought 4 different dresses, each in 2 sizes, at 25% - 40% off, to come up with something I liked LOL. Now I'm off to the mall to return all but 1. What a weird business model!