Taking e-commerce to a new level...

Aurora fashions (Coast, Warehouse, Karen Millen & Oasis) are to extend their 90 minute delivery time across most of the UK after a successful trial within the M25...  On the face of it doesn't that sound impressive - surf the net during your lunch break & have a new wardrobe of clothes delivered to the office before your afternoon tea break!  But I wonder who really wants this?  Surely the purchase of clothes is the most experiential of shopping - the touch, feel and 'real' look (i.e. not the pixelated 2D look) of the item being key.  Aurora will only be able to offer this service close to existed stores & so it rather begs the question wouldn't you be better off popping out the shops yourself and getting the full experience.  Oh & saving yourself the £9.99-£14.99 delivery charge to boot!