I don't know how my problem will get resolved. But I had a confirmation # and then my order was "unsubmitted". That's not even a stock issue...that's a "nope takeback" issue. So far the response has been "no clue what happened and we can investigate" and "re-order with a new browser without a discount". As for future sales...if you want to decrease the amount of frustration, then decrease the number or type of frustrations. I couldn't load the page for the longest time and it was ok...I assumed it was being swamped. That's fine. When I saw things were out of stock...that was fine...again expected. When I added what I wanted and put in all my information only to get "not in stock" at the VERY END...I was annoyed. When I finally got through and ordered something after refreshing for an hour...I was happy! And then...exactly what happened in my first paragraph. If you want people to not be frustrated then keep it to what's expected: slow loading pages and out of stock items. Also take some lessons from concert ticket websites. You reserve it in cart with a timer on your purchase.