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Sellers on eBay today can use a variety of web page designs to distinguish their items from similar merchandise sold by other sellers. While such inconsistency in information display may lead certain items to be more memorable than others, it was also hypothesized to make it more difficult for buyers to compare items when making a purchase decision. To investigate this hypothesis, eBay gathered user feedback on a more consistent page design using two survey approaches that yielded markedly different results. The first approach involved presenting the new design in isolation, while the second approach involved presenting the new design in the context of a larger task flow. Respondents in the first approach tended to focus on specific design aspects and the inconvenience they might face in acclimating to a new design, whereas respondents in the second approach were better able to appreciate the benefits to overall shopping efficiency. This case study underscores the importance of context when gathering user feedback about designs, especially when such designs are intended to provide more holistic real-world benefits.