This is really inspirational: who knew that such a rudimentary site could be a viable business?
Being flashy helps sometimes if your customers are fickle and you need to sell them on something they didn't know they wanted, but if you've got an enthusiast audience or specialized product, substance is all that is required - at least at a fundamental level.
This site provides one very specific thing to a niche market. It's the difference between opening an office supply store vs a site selling one specific type of rubberband.
The costs of shipping is killer.
Can you think of any example where this is not true?