I'm sure you are correct that many people may be looking to purchase a "blue widget," but I don't think they are looking to purchase one online. I for one am never looking to purchase. I'm looking for information that will help me make a decision. Once the decision is make, I drive to my local store to make the purchase. The last study I saw indicated that this is pretty normal behavior. So, information is more important than finding a site that sells the product.