Contriving an aura of exclusivity is the oldest marketing trick in the book: From waiting lists for Hermes bags (like there's a scarcity of labor or materials) to "hidden" venues like Milk and Honey and La Esquina (like the real aim isn't to be packed out each night), apparently people, for some reason, enjoy feeling part of a select group while they're manipulated into emptying their wallets. The latest such exercise is "invite only" shopping sites such as Ideeli, a "red-rope online shopping community," where you have to be a member to buy discount designer accessories, and Gilt Groupe, which hosts sample sales. All you have to do to join is get a member to invite you—not such a rigorous selection process—although for the particularly gullible, Ideeli offers a "front row" paid membership that includes cellphone alerts and early access to sales. It's quite brilliant, really: Crap that stores didn't want is sold to an "elite" who think they're being granted a favor!