They've always done this. As far as I know, all the online retailers that are affiliated with them do the exact same thing (All Modern, Joss and Main, and Birch Lane) and always have.

I've shopped Wayfair for years, not because I think they're so outstanding, but because I'm disabled and home bound. I try to do a fact check on anything I plan on buying there by checking Amazon, Walmart and Target. Sometimes just a Google shopping search covers it.

This way I feel like I'm at least trying to be a smart consumer.