But in all seriousness cross pollination between their brands has got to be good for business.
They must hold enough info on all of us by now to extrapolate that Laura Geller fans also tend to be Liz Earle fans but rarely try Shiseido or something like that.
I've quite often thought "No, not for me I don't think and I don't want to risk £7 worth of postage just to confirm it but if I had received a sample to try in one of my other parcels that may make me more confident.
It might even cut down on returns - from people who would hate the texture of BE on sight for example - and now know that because they tried a sample - and so they happily reorder their trusty Bobbi Brown foundation or whatever instead.