funny story... Peckish and I both live near Connecting Threads, which at one time had a shop. Early 90's? I'd go several times a year because all the books were 40% off in the store. I got to know the clerks and one day they mentioned they would soon have a website. Long story short I was invited to be a beta tester, the first time in person. Everything I did went against their expectations, which was a good thing...you should never make assumptions about your customers.
But the greatest thing... when I got to the free patterns section I started laughing. Every single one was based on tracing a template and cutting with scissors. I explained that while many people still hand pieced, many more used rotary cutters and rulers and all the effort into their free patterns section was not well thought out. Basically designed by web designers and sales people based on what they thought quilters did.