I would ay its curation. Sure amazon may have all this stuff (probably not) but Fab only shows you "cool" stuff. Thats also why I like http://thefancy.com
Yes, this. I never browse Amazon - I am always searching for a specific item. Fab is the opposite experience. I could spend hours just browsing. It is dangerous. I've told my boyfriend that if he is ever at a loss for a gift idea, just go to fab.com and pick something at random and there is a 99% chance it would work out.
