I think a lot of websites feel like busy tourist destinations, especially ecommerce sites. I guess its obvious really – they often have to cater for a huge range of people. But it does feel a bit soulless. So what if an ecommerce site could feel like when you turn up at a tourist destination really early or in the dead of winter. There's something more special about this. There's no one else there, it's quiet, it's more intimate.