Reading content on websites is often either very simple (often by scrolling down a page) or made unnecessarily complex (with the use of Flash and little arrows you need to click to scroll down).
If you click the page, the page 'bounces' to the left, and the next page appears.
Tableware and home goods companies may wish to consider putting their catalogs in this format. Below each 'page' there could be the opportunity to purchase the item in the picture. Surely, content should not solely be presented in this format. This catalog view would be a supplement to a standard e-commerce site. The benefit of having both is choice and ease of use. Consumers can cruise through the catalog much easier once a week then he or she can navigate a traditional HTML shopping interface.