You have to wonder though, Sugarman just wrote some of the article. It isn't his site. What did he learn as a CIA Op that sold millions of sun glasses and could be implemented on websites to make them more profitable? Am I the only one that finds this an intreging business opportunity? And I figure he prolly knows more about the way the mind works than we web designers do. So put your hand up if you are an expert on the matter :). I thought so.