Business on the web is always a fine balancing act between opposing sides. As an illustration: managing an online store requires strong security to keep out hackers and other criminals, but it also requires you to make yourself and your location on the web very well-known. Another example is the fact that while an online store itself has zero square feet, the warehouse space required to fulfill the worldwide demand for products is actually quite large. And last but not least, if a site actually appears to be fun, rather than a business website, many times it will outperform similar companies with more serious websites.