Meghan Markle is facing more questions over the way her expensive jam, honey and other products were marketed by her troubled As Ever website.
The Duchess of Sussex's 'thirst trap' lifestyle status symbols have become notorious for selling out within minutes, raising questions over how much stock is actually held by the firm.
And the latest edition of Private Eye magazine points out that "unlike the vast majority of shopping websites, As Ever didn't initially display a 'sold out' sign; instead, it let customers make the full order, including payment details, before emailing them to tell them they were out of luck."
This means that thousands of customers handed over contact information such as their name, email and postal addresses, landline and mobile phone numbers and IP address, without actually getting their hands on any of Meghan's products.
As Ever has now updated its practices, and at the time of writing ALL of the products in its shop are listed as 'Sold Out' or 'Coming Soon' with would-be shoppers urged to sign up and 'get notified' of future availability.
The Duchess and her team have outsourced the actual sales operation to a firm called Snow Commerce, an online retailer with poor customer reviews and a one star rating from America's Better Business Bureau (BBB), a respected consumer rights organisation in the US.
Snow Commerce, which is owned by Latvian e-commerce giant Printful, also works with major Hollywood players such as Paramount, Warner Bros and NBC Universal – as well as Netflix, which is backing the As Ever brand with Meghan's lifestyle show and even plans to sell the products in pop-up shops.
None of these data harvesting tactics deployed by As Ever are illegal or even that unusual, of course, and the company tells anyone who clicks on its privacy page exactly what it is doing – if they can wade through 6,000 words of small print.
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Other data collected includes "products considered or purchased... this may include things like size or style choices, as well as overall shopping or purchase habits". Anyone who browses the wine section will also hand over their birth date.
As Ever also harvests "the date, time, and location of your visit" and the "devices you use to connect", as well as "Geolocation data such as IP address and shipping address" and "Site account login credentials and payment details such as a credit card number".
But what will the company do with this trove of information? Well, unless the customer specifically opts out, the firm admits "we may engage in certain marketing activities that may be considered 'selling', or 'targeted advertising'".
And Private Eye notes: "It will also be on file should Markle ever decide to sell the firm."
Much of this has been discussed on websites such as Reddit for months, while one industry insider told the MailOnline: "There is no warehouse full of jams... Meghan has all their data now."
Earlier this month, As Ever was forced to issue refunds to frustrated customers after yet another website stock error left customers without their $14 apricot spread. It came just weeks after a similar situation with jars of her $28 honey.
An email from the Duchess and her team reads: "Due to high demand, we are unable to fulfill your order of the apricot spread at this time. We are refunding the purchase of this item by the end of this week."
However, the data harvested from all these customers is already safely stored on the company's servers...
