I Shoes My Choice! The Pursuit of ZappinessKate Harding9/09/09 4:20pm772EditInvite manuallyPromoteDismissUndismissHideGo to permalinkLeading online shoe retailer Zappo's has cheerful employees, satisfied, loyal customers, and a C.E.O. who doesn't see himself as an irreplaceable demigod. So naturally, people wonder if it's some kind of cult. Alexandra Jacobs investigates for the new New Yorker.