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Many online merchants make a familiar offer - free shipping, either as a limited offer or a regular thing, and free returns. How effective is that offer, in attracting your business? Before answering, reflect upon the fact that nothing's really free; the UPS charges don't come out of corporate profits, they're included in the prices of the goods. And if you live in New England, then LL Bean (in Maine) is sticking you with the same markup as a customer who lives in LA. Is that fair? Elaborate.

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