What's the point of having an online store if you dictate how we buy?

I haven't shopped Nespresso online for a while so I was very surprised and disappointed to see that they now dictate the amount of sleeves you can buy online if you have assorted choices (5 sleeves minimum per choice? Ridiculous!). This was never the case before.

What's the point of having online convenience (and having to pay for shipping!) if we still have to go to the physical store just to avoid buying in bulk? I really expected better service from Nespresso.