Companies have trouble grasping this. They think buying and selling are the same thing. They’re not.
When I scour around a little clothing store and find the perfect shirt, it’s a find I feel good about. When the clerk keep asking if I need help every 5 mins and keeps holding up things to show me, they rob me of the browsing experience until I get fed up and leave.
Same thing happens online. Too much hawking, not enough information to browse.