Reminds me of that site Woozy Moo. The gimmick was that they weren't "discriminating" against children by sorting their products between boys and girls sections, which isn't something their competitors do to begin with. And of course their prices were higher. They tried advertising on TFW2005 once and everyone rightfully gave them shit in the thread. They even defended themselves as being a store for "hipster parents," which should've raised a big red flag with even their target consumers.