This week, The Wall Street Journal reported that Marie Kondo — the tidying guru, publishing juggernaut and former Shinto shrine maiden — had opened an online store. The response, predictably, has been a collective: “Wait, what?”

On Twitter , some users were in baffled awe of the downsizing expert’s pivot to consumption. Others wondered whether Ms. Kondo was being held somewhere against her will by the Goop team.

“Good thing I’ve decluttered my house Marie Kondo style, because now I can take advantage of her online shop and fill it up with needed things like 4kHz Chakra tuning forks and computer brushes,” wrote one mystified man in Australia.

There was a sense that it was the height of cynicism for a woman who has made a career of gently exhorting the clutter addled to pare their belongings down to the bare minimum, to purge everything except that which — all together now — sparks joy, to turn around and try to sell them more stuff. Use what you have has long been the Kondo way.