The best result is a company that makes money and customers that are happy with their purchase.
Very few items are returned "just because."
Put product on your shelves of quality, offer great customer service, a no BS return policy and you will do very well.
Putting junk on the shelves for high markup may have worked 20 years ago but not today. All the information one needs is a Google search away and bad press like in this thread costs a lot more money than a simple return of one item.
Having said all that, I have been very happy with Cabelas. They ship in a timely manner, include a return postage sticker if needed, offer quality product and good pricing. They have even sent me gift certificates to make up for a product that went on sale after I made a purchase.
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