That is very intersesting. I think that sometimes we forget that simple is sometimes better. In a rush to be all things to all people, e-tailers tend to throw as many product choices as possible at the consumer.I know I have been guilty of this. I find a good, better, best program works well. When I load up a category with more than 5 choices, sales seem to suffer. This approach of a site with one special product getting higher conversion rates makes me wonder........."light bulb appears above my head"