Case Studies: The inverted logic of the typical retail shopping exxperience leads to lost sales, customer dissatisfaction, and wasted sales costs: first the customer selects the items for purchase, then the ability to purchase is determined. The process of revealing extremely personal details of one's finances can be very embarrassing. If the customer has insufficient credit capacity, the customer faces a humiliating situation, and the likelihood of the loss of the entire sale, as the retailer is blamed for the customer's rejection.