In the end ( oh god...pun not intended ), one of the biggest barriers to online business is getting that first sale, because of all the extra steps involved, registering name, address, username, password, card, etc.
Once that's done, it's very easy to head back to that site and order something else almost on a whim, and especially if you have a site that deals in a specific range of merchandise, then most of the time, people will return to you than sign up to a new site.
In that context, a couple of quid's worth of buzzy plastic is a small price to pay for a massive collection of new potential customers you can be emailing.
There's a small part of me (here we go again...) that thinks it's a bit of lazy stereotyping, after all, other people spend many hours on TV, reading, sports, knitting, kitten jousting or whatever, but then I think, hell, they're just having fun with it, really
