Most popups appear at the center of the screen. Users expect this and are ready to hit close (x). This is instinctive behavior. Sometimes, users close out so fast they might regret the decision. Their index finger moved faster than their brain.
On Cuyana.com the popup is shown on the top right corner. It’s an unexpected location. What this does is slow the user down by a fraction of a second and allow their rational side to chime in.
This small break in the expected experience can make all the difference.