What is the objective measure of "ugliness"?
I found the site to be well-organized and intuitive. In less than ten seconds I understood what kind of products they were selling, how to buy them, and how to find out more about the company. As a _user_ the site was _effective_. Oh, and free shipping for orders over $40! Knowing this up front (because my attention was drawn to it) could very well influence my buying decision.
