Is There a Barrier to Trial?

Zappos put up a website and they sold people's shoes. They walked down to a shoe store, paid full price for the shoes and shipped them to people at a loss in order to test whether people would actually buy shoes online. That's a lot of upfront costs before I get any sense of whether it's actually gonna work. And so what I wanna do as an entrepreneur is lower that barrier to entry,. Make it easier for me to see whether something's gonna work or not.