Burberry's Theatre?

Burberry has a new retail theatre concept in which customers are able to buy live from the Spring/Summer 2011 Show. Now, when i first read this i was slightly pessimistic. Im not entirely sure why, it just sounded quite odd. But the more i think about it, its probably a good idea.
"We are really excited to be launching Burberry Retail Theatre enabling the first ever live simultaneous virtual trunk shows in our stores globally," Said the label's chief creative officer Christopher Bailey."This concept allows us to broadcast our multi faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks."
The new retail theatre will broadcast the label spring/summer 2011 show directly into 25 worldwide flagship stores on September 21. Following the private viewing, customers will be able to browse the collection on iPads where they can buy pieces directly. - Modern technology ay!