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uk_dokey, that sounds like a good way to display variations of a product, like different color choices, without the user having to view in other browser windows or click off the page and back. They can browse through the selections right in front of them.
It sounds like what you want is something like what a slide show script would do - click on choices, in this case thumbnail photos, and the corresponding full size photos for them would appear in the same spot right on that page.
A search for asp slide show scripts will come up with some, if that's what your're looking for.