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@Velocio
Possibly.
But then overall, we would have generated a list of the things in which the forum love and SJS should stock, as well as showing what we think is the way to do an online store and maybe they would see it as an opportunity to examine another way of presenting their store (a lot of feedback about SJS is the look and feel of the store).
There's also things like the personal touch that Will @ HubJub puts in. SJS could learn from that too.
So should HubJub win, SJS could easily use that as an inspiration for a change project to work on getting to and bettering that standard. SJS have the stock, history and knowledge and long term if they're going to compete against Wiggle and everyone else they'll need to constantly innovate to come out on top.