so this is retailers doing "a/b testing" across different devices to see how much money they can happen to squeeze out of you depending on which experience you're willing to use to complete the transaction? Is mobile shopping costlier because of added cost to build the mobile app? Is it because mobile users don't do as much comparative research? Is it throwing a dart in the dark to hope mobile users are least likely to have time to shop around and will purchase given limited time to make a decision?