Why am I not warming up to My Virtual Model? Identity Mashup conference Day 2

So I'm trying to figure out why I've been having such a negative reaction to My Virtual Model, which was introduced to us yesterday. There are very many cool aspects about it:

• the reliance on visuals is intuitively really appealing, and maybe it removes inhibitions about buying things like clothes online
  
• you can imagine a world of seamless media--you see a dress on an actress in Sex and the City, and you go from the show site to a place where you can get the dress online, and "try it on" your own virtual model to make sure that's what you want
• people can use their avatars to imagine what you would look like after losing weight--great motivation

But I had a negative reaction when I went to their site and figured out that you can't "just" create a virtual model, you can only do so by committing to a particular vendor that they have partnered with. Had there been a vendor that I actually buy products from, I might actually have gone ahead and seen what it could do. But I was turned off at that point--I really didn't like the idea that I had to commit to a vendor to use this.

And today they made the point that the Virtual Model has allowed for information to travel back to clothing manufacturers about what people want to see on themselves, etc. and how you can go from 2D to 3D, etc. And my reaction today is: what is My Virtual Model adding that Threadless isn't doing already, in a much less hi-tech, but equally satisfying in the real interactions you can see between T-shirt designers and consumers of T-shirts?

Still not getting it--will have to keep thinking about it some more ...