I started a Toaster blog a couple of days ago as an eCommerce experiment. If I happen to make a buck or two...well all the better.
Global Toaster is really an idea not only designed to sell some toasters, but also to showcase my theories about the horizontal web. For a long time I've focused an argument that whats wrong with the web is the idea of websites, a legacy from the magazine and catalog past. Here is your cover (homepage) here is your table of contents (tabs & navigation) and here is where you dig dig dig to get to the stuff you want.
It's a pyramid right. The opportunity is with moving beyond that to data driven pages. Go wide, with pages that are designed to be search friendly a target the exact terms people use to search with organic landing pages specifically designed for only those terms. The Toaster-shop is designed like a compended blog series with 250 individual pages spread horizontally targeting 250 different keyword phrases. Check it out...and oh yeah...buy a toaster :-)