I had a terrible experience. My niece had a baby and I ordered a bouquet sent to her in the hospital. It never arrived. The Floom rep merely said that their partner florist had not delivered it and I would get a refund - no sense of what it had meant to me not to get those flowers other hospital room. The flower business is all about the moments in a person's life. These things matter deeply. When a florist makes a mistake like this - and has so little feeling about it - it doesn't just lose a customer. It loses her as an advertisement to her friends. I recommend the Zappo's model - they aren't selling shoes; they are selling customer experience.