Brick & mortar retailers have advantages and disadvantages. e-tailers also have advantages and disadvantages, although one advantage has just been removed. Therefore, to truly be fair (since that's what's important here...) should brick & mortar retailers be forced to not allow their customers to actually touch and feel a jewelry item? After all, this is a big advantage over e-tailers. Also, should they be forced to ship any purchased item to the buyer rather than simply allow the customer to walk out with the item? Another big advantage. Maybe they should no longer be allowed to speak to a potential customer face to face. Yet another advantage of brick & mortar retailers. Fairness is a apparently a very subjective concept.