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Author Ann Leary (wife of comedian Denis) pretty much nails the reason Gilt Groupe is such a success: Because it's somehow managed to replicate online the adrenaline rush and subsequent deranged behavior typically brought on by sample sales. "From the minute the sale begins, there is this pressing time constraint and all your most primal hunting/fighting/dominating instincts start coursing through your veins and I found myself in an absolute sweat as I scrolled through the items looking for something, anything that wasn't sold out, and that would actually fit me. Of course when my tie-died peasant skirt and weird asymetrical sweater arrive, it will be hard to recall the great sense of joy and triumph I experienced when purchasing them." [Ann Leary via the Awl]