I worked with MO to build my store, and while I'm generally happy with the results, I did have some concerns about the incentives of the store. When the store went live, it seemed like it was more focused on driving sales than providing value to the customer. While I understand that sales are important for any business, I think it's equally important to prioritize customer satisfaction and long-term loyalty. However, after an initial couple of months, I saw that they changed their strategies to be more customer-centric, so I guess the initial sale-driven approach was just to kickstart the store (I still stand with my viewpoint for the beginning, though).