Web Form Design: Missing the Big Picture

I ran across a book titled Web Form Design: Filling in the Blanks by Luke Wroblewski which, according to glowing blurbs from well known folks, a great book on web form design. But, when I proceeded checkout after placing the digital copy in the shopping cart, this web form smacked me in the face:

daunting-form

While the form may be clean looking and arguably well organized, it made me abandoned the purchase. Why do I need to create an account with two-book publisher website to purchase the book? If the form was optional and discount was offered in exchange, I might have thought about it but not if it’s a requirement without a matching reward. I also didn’t see why they needed my address when I am buying a digital copy?

The lesson here is:

Web designers should first justify, from the customer’s perspective, the need for each form and its components well before sculpting them into perfection.