Okay...go to Zappos and put something in your cart, then look in your cart. Usually, no matter what I buy, there's an italicized red sentence saying "Only 1 left in your size!" As if to scream hurry hurry hurry and buy me! Now is that a scam to pressure me into buying the item on impulse for fear it will be sold out, or do you think there's some truth to that sentence? Because, damn it, it works.