Zappos and its extensive array of shoes and no-hassle return policy.

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The idea of a no-hassle return policy likely stemmed in part from the buzz boost that Ewanick helped obtain for his old employer, Hyundai, in 2009 when the company launched its Hyundai Assurance return policy at the depths of the Great Recession.

FORBES: Lost 'Confidence': Ewanick's Final Move Isn't Working Out

Others have a no-exchange policy or demand that you return the product to one of their stores - a little tricky if they are thousands of kilomet ers away.

CNN: CAVEAT SURFER