Ha! The religious analogy is apropos when it comes to Mr. Benon's transformation.
From my perspective, he really had a lot of shops in his corner when he launched the cute video about the trips PFs flowers take, and he talked a good game, but then launched 'Honest Florist' which operated pretty far from what the name claimed. Even cloaked the orders behind another business name - Inflorescence.
Loads of complaints about the business across the web.
BUT, the game he knew so well when he sold Florist.com to FTD had changed and he didn't have the (resources? chops? conscience?) to compete in the new dOG world.
The new blog reads like a 'True Confessions of an Order Gatherer' and either he's trying to cleanse his soul or is looking to hook in cash from local shops eager to hear from a OG-turned-truth-teller-savior - or both.
He actually DID own a successful B&M shop in LA (Floral & Hardy - You can read about
the start of Florist.com in the LATimes here) but the online site far eclipsed the sales of the store, so they ditched retail.
Aron is a smart, smart guy. I'm lovin' reading his insider tales and know his experiences echo what many of us have seen/lived over the last decade. Manipulation, deceit, marketing getting far in front of product & delivery....
Yet, I'm not convinced enough to throw some bucks into the collection plate.
Am waiting to see if it's a true religious epiphany or just a shrewd marketer targeting his message. ;>
