It's obvious and yet still a good idea! Or is it?

Nice, but why can't I buy on device as well as in store

If the above is a bit unclear click on it.  I can't make it any wider!   It shows what I saw on 3 UK's portal earlier.  My first impression was: it's a good idea.  My second impression was: ...but it's an obvious idea.  And finally my last impression, after clicking through, was: Er, I can buy any of these wonderful things for my mobile on my mobile - I can locate my nearest store but that is it!

They have my payment details, they have my address - couldn't they just take the extra amount off of my monthly bill?  This could even work with those on PAYG with a bit of thinking (although only really practical with cheaper items).

Oh and by the way, before I forget, there's 20% off all accessories for customers of 3 (if you can get down to one of their stores.)  That means those Vuzix glasses can be had for £160 (if I can do my sums right.)  Not sure whether that's a bargain or not as I've yet to try them.  After reading IDIOT TOYS' take on 'em and the amassed publicity shots I doubt I ever will!  I have enough trouble trying staying cool and hip (and failing miserably) as it is.

Yes, somebody really thought this was a good idea!