Users can then come back at a later time to look at items of interest, or easily compare multiple items from different searches.

FORBES: Taking On The Comparison Shopping Gorillas

It is easier to compare advertised prices on new items because the quality is the same and the information is more readily available.

FORBES: Seller beware: don't give away the store when selling

Unfortunately for Fust, his buyers soon grew suspicious at the large number of such precious items coming to market all at once and began to compare their purchases.

FORBES: Disruption, Inventors, and Investors