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In my opinion its essentially competition-led phone in shopping. "50 items left at a great price" they may claim.. but its too bad that there may be a few hundred people phoning in all at once requesting that very same item. With expensive phone lines (£1.50 per minute), many items they sell you can often get a lot cheaper online than their quoted starting price together with a common £5.99+ for regular postage added for the final total. With presenters that dont take everything too seriously, this may not lead many into believing that they are offering a 100% professional shopping service. Gamblers and or mobile addicts however may love the show as they bid, and I will admit that it can prove itself entertaining, as a presenter struggles to keep talking within his time limit on how great a £30 'limited edition' metal bin for your home or office really is, but overall its no better than all those cash4gold and money lending ads that go after the vulnerable in many ways. If you do buy from such channels, I would recommend that you have compared prices beforehand for similar, if not identical, when seeking out specific items.