This is awesome. I think you've hit the nail on your head with your problem statement.

I recently helped a relative furnish a new home, and the process of shopping for furniture online was worse than buying a car online, exactly for the reason you described. I thought Wayfair is the only retailer that changes product names, but found out high-end stores like Crate & Barrel do the same thing (and charge 2x).

The process was so bad that we stopped shopping, and the home remains only half furnished. Maybe now we can get back to it...