It's more banal than that. The new thing over on Etsy is all-over printing, where it isn't just a logo on a T-shirt, it's a pattern that covers the entire item.

You can upload a pattern, and they can print it on a blank white dress for pennies. The best part is that you don't have to do a run of a thousand or whatever, you can print literally just ONE.

So while it's doubtful that they will sell many baked bean dresses, it didn't really cost them anything to offer it, and they did create a dress that got us all talking about it.

It's a great ad for the platform: "Look, they've even got weird stuff like that baked bean dress. Surely they'll have something I'll want."

Get it?