Has the ease of a return always been the case? Or did this phenomenon spring up over the last 10 years.

Flexible return policies are NOT the case in other parts of the world although things are improving in Europe. In some places in Hong Kong and Japan, you aren't even allowed to try the clothes on before you purchase them, let alone return them!

So although flexible returns can lead to the "return rut", we are VERY lucky to have extremely lenient return policies in North America.