Good move:
As your flailing online clothing store prepares to re-launch as a clothing PORTAL (huh?) insult the target audience (well, 50% of them anyway) by calling them “Susie Shopper” in the press and proclaiming their ignorance. Worse to label their ignorance as a cornerstone of your market entry strategy.
In the very least they could have bought boo.com for something more significant than their #%@$ domain name.
-Ian.