It is a members only site that is why is asks for you info. Once you info is provide you have get perks like random deposits of surprise points for $5-$10 off any purchase. The site is more than Ecommerce it is also a social site that allows for friends/followers to use crowdsourcing, get advice, and for members to enter contests under the Sweeps icon. It seems your experience did not even draw any interest to those area...that is the UX problem.