Opinion: How Style.com's Future Is Really About Contextual CommerceOpinion: How Style.com's Future Is Really About Contextual Commerce

When Conde Nast announced earlier this week that they were transforming Style.com into an e-commerce operation and moving editorial content to a new URL - voguerunway.com - the news was greeted with surprise, skepticism and a general sense of nostalgia about a beloved industry standard meeting its end.

"To see one of the industry's most valuable resources become a casualty is nothing short of heartbreaking," wrote veteran fashion reporter and former Style.com contributor Lauren Sherman at Fashionista.