Keeps going up.
Consider the case of Red Sky At Night – Great deals on Helly Hansen, Sperry Top Siders, Sebago Docksides, Teva Sandals, Brass Lamps, Boating Books, Brass Clocks, Ships Bells, Hand Bells, Boat Shoes, Deck Shoes. I ordered some shoes two weeks ago (my son is in a play) and let them know when we needed them by.
The date came and went, and no shoes.
So we had to go out and buy a pair the old-fashioned way. Two days later, the shoes got here. I just got a call from the person who handled our online order, and, unprompted, he refunded all of our money and told us we could keep the shoes.
Worth it? Well, considering that it costs $10 to $200 to get an online customer using various forms of media, and that they just got one for good, yes, it was a good investment.