ggrot - 10:24 pm on Feb 9, 2002 (gmt 0)
I recently saw a competitor using some humanizing as well. Their products were displayed in much the same way as about.com displays articles or websites. There was a small thumbnail of an 'expert' with his/her name, and the product description was given basically as a product review would be written. Specs were also shown which gave the user a sense of seeing the whole picture. While I'm not sure if this works, I would imagine that it does.