No one ever pretended that shopping for anything is a rational experience. If it were would there be Fluffernutter? Laceless sneakers? Porkpie hats? Would the Chia Pet even exist?
The Internet creates as well as destroys. Social networks search advertising and cloud computing are multibillion dollar industries that didn't exist 10 years ago. They are products of the same force that has rendered the Postal Service's core business obsolete.