Open Sky, WTF?

I was tempted by an online ad to go to Open Sky. I wanted to see what they had to offer since they have some heavy hitters on the payroll giving endorsements. (I think Ruhlman is actually part owner) But, you can not even get into the site to look around without giving your email address and and creating a password! What kind of business model is that? Plenty of other good places to shop for kitchen stuff.

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