Overstock.com to appeal ruling in California comparison advertising case Overstock.com announced it will appeal the tentative ruling of a California trial court which prohibits the company from comparison price advertising unless done in conformity with new court-mandated practices which diverge widely from industry standards. President Stormy Simon said, "Respectfully, I believe this ruling is unjust... I am aware of the lengths we have gone to get this right on the millions of products that flow through our website. We will follow the ruling, while noting that the effects on our current practices will be small because, as we are the gold standard, we are already fanatic about getting this right. However, if fairly enforced, this ruling will force other retailers to change their processes dramatically (which makes one wonder why we are the ones who were targeted)."