Urban Outfitters Bike Shop website has been floating around for a while. I think part of the site’s charm and blog appeal is that it’s an easy and fun site to spend a couple minutes with. Bikes are cool, people like the idea of fixed gear and there’s enough variables that it’s hard to get bored. I’ve gone back a handful of times just to play around with the color. The price is also cheap enough that even if I wasn’t that serious about buying one, it’s still in the realm of possibility. Customization of products online isn’t new either, I can think of several shoe companies like Nike and Converse that allow people to make their own shoe. I suppose more products should follow though I suspect that depending on the type of “thing”, the production set up costs could be high. However even then a company might want to consider making a customizable site. My guess is that even if a person never buys a customizable product, the amount of time the person spends on the site increases significantly.