Seeing Double

Ok...is it me or are these two dresses EXACTLY the same? The first one is from ModCloth and the second is from Lulus... ModCloth's version is about $20 more than the Lulus version? Why?
ModCloth version - $94.99


Lulus version - $76.00

I love ModCloth. I'm a frequent shopper on their site and I have heard that their Marketing top guy is a Clemson alum... but I often see clothes on their site that I've seen on some of my other fave online retailers, but ModCloth's versions always have a jacked up price by at least $20.

I know they need to make a profit, but I can't help but feel a little taken advantage of when I see the same outfit on another online site for much less. Come on ModCloth...what gives??

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