He's looking at a specific kind of website, which I'll call the "big empty room" variety. You know what's popular with people? Big empty rooms. They go in them,

He's looking at a specific kind of website, which I'll call the "big empty room" variety. You know what's popular with people? Big empty rooms. They go in them, talk, eat, smoke cigarettes. Wow. I think I'll start my own big empty room in order to attract people. What do they need? 4 walls. 1 ceiling. 1 floor. Wow! What could be easier? Actually, you'll find that revenue-generating websites like eBay, Amazon, adwords.google.com, etc, are pretty heavy with respect to architecture, features, and (I suspect) industry standards.