Simon is capitalizing on that, showing shoppers it isn’t always easiest to just buy online. For instance, one ad shows how frustrating it can be after you purchase a pair of shoes and realize, once they arrive, that they're not comfortable or pinch your feet. Another shows how misleading stock photos websites use can be, because we can’t see all the manipulation that goes into making a garment lay a particular way for the photo. In this case, the back of the model’s shirt was full of pins, giving him a cramp. Finally, in what may be our favorite of the ads, the fall 2017 campaign touches on just how shopping online can actually be shopping blind.