When working with a designer on a business theme or logo, if you don't like what they are coming up with, and it isn't getting closer, you are limited to that one artist's concepts, and if you don't like any of them and it goes nowhere they still require payment for their time. This avoids the awkward possibility that you may not like any of what they do, and financially saves you from paying for something you don't want. The site concept opens doors to many avenues of creativity and many artists ideas which is ideal. This allows you the opportunity to know for sure you are pairing the right artist for the job, with the business needing the work. When I misunderstood something about the way it worked and needed more time before selecting a finalist, the customer service rep was very helpful and accommodating. We love our logo and have been thrilled with our professional, talented designer who did a great job and gave us just what we wanted. There is a great amount of talent here for every taste, there is nothing to lose with a money back guarantee, and a great site and staff as well! Thanks 99designs. We are very happy with our experience.