Thanks, AlaMoi. I see it is simply a new term for an old job - which I actually did myself for many years in the Air Traffic Systems arena. Not really sure what that has to do with tea but maybe the OP was pointing this out because he/she is perhaps skilled at user interface design.
All Lisa's points are excellent. As a customer though I still want to be able to both find your site (which means if I am looking for tea, the search engine better bring it to me in the first few listings no matter how many other stores there are in the world that also sell whatever kind of tea I searched for) and once landed there, I want to know that you run a professional shop (but then, if you are a UX consultant, you will make it look just like W-S I am sure so my confidence is built) and that others 'trust' you and your merchandise, etc. as well. I don't often buy from sites I am not already familiar with in some manner or for some reason (was I referred there from a trusted site might be enough) if I can help it.
