Originally Posted by HoboCrow
After a while, you get a feel for where all the items are in the shop.
This is true, and you also get familiar with build paths so that sometimes it's faster to find your item from a recommended item, but this doesn't work very well if your build is very different from the recommended build. One should not have to be perfectly familiar with all of the items' names, builds, and classifications, especially since many (such as myself) are trying to diversify their portfolio of champions, which inherently use varying builds and champions.
I would further recommend that changes to the build be saved, for champions you own (that kind of data storage could create problems if implemented for every free champion you try out), so you don't have to change it every time.