"Everyone needs an Alice!"

Now THIS is an interesting retail site... http://www.alice.com/ . I just read about it in my Family Circle magazine, and thought I'd check it out. It says you purchase home essentials DIRECT from the manufacturer, shipping is always free, and coupons are automatically applied! Sounds too good to be true! Has anyone else used this site? I do believe I'll try it once and see if it's worth it. It would definitely be a bonus for working moms (or even those of us stay-at-home moms that don't feel like lugging multiple kiddos to the store!). Look it over and let me know what you think!