The Owner of www.squishware.com was kind enough to let me republish his comments about what the little man has against the big online businesses :

"Profit? Eh, hopefully things will take off. But profitability to a small company like mine in comparison to a large company like newegg or tiger is different. I need not make enough to pay 100+ employees plus any stakeholders so a few big ticket sales a day would make me happy. Squishware.com is debt-free.

Squishware is a word that describes human thinking ability in tech terms. Our squishware is our brains. Hardware, firmware, software, middleware, squishware....all interfacing together. I don't want to say for sure that I coined the word, but before I registered the name in 2002 (netsol.com whois) I hadn't heard of it before that time. I wonder what a quick google search would find...

Anyhow, of course, presentation is everything..almost. There are a million dropshippers all selling something but they look like they are selling out of their apartment...which is the case. Even in the case of many big named sites whose product selection is stellar, the school of e-commerce design thought says not to overload the user with eyecandy. Hopefully, we've come to a nice median between design and function. If not, we'll listen to our customers suggestions to improve. Squishware.com is a custom site done by myself in which I hoped to bring a new gui-ness to shopping. Custom cart, custom php/js/css/sql/html/xml programming, almost custom art...can't have it all I guess. Great customer service, great prices, great products, and a secured shopping experience will hopefully keep them coming back. I'm not a very talented designer but hopefully people appreciate it and, more importantly, use our services."