I guess I am wondering how Magic is supposed to succeed. Most sites I need to go to tend to have very custom means to make ordering efficient, in the few cases where you might not know where to order something from a quick search is all that takes?

Who is their target market? Let alone if I saw another service hitting up my site like this I would likely try to find out why customer's weren't finding it on their own or using it on their own, two things which would be at the top of the list to improve all the time.

Perhaps to give people a separate billing point to reduce exposure of personal information? Look I just paid thirty bucks for a pizza and Pizza Place will never know it was really for me!!! Seriously the only convienence I can see if reducing the number of entities with my CC info