send it back gets you a few more demerits than say if you bought something and sent it back in great condition. >> part of the problem, yeah. what they want to do is curb this retail fraud. they don't want to give away what would necessarily prevent them from curbing that retail fraud. so if they have it in the fine print of what it would take to get someone banned, all of the sudden people will skirt that and think of something else in order for them to commit this type of fraud. you know, it's interesting. it's been going on for many, many years. in fact, amazon isn't the only retailer that's going to be doing. this there is actually a lot of bring and mortar stores doing this already. >> consumer has the ability to return if they send you something that you don't like and let's not kid ourselves, you buy something on amazon you think it's pink and it turns out to be red because they are not always so true to their colors and the pictures, et cetera. the consumer deserves that right, kat, to be able to send something back if it's not as promised.