This website, cafepress, provides a service, facilitates a community, and generates great self advertising by providing users up to 20% of purchases on a referral. We have taken a look at websites like amazon.com and ebay.com where the site functions as a market for users to buy and sell products and consumer interaction is for the most part, un- moderated. Cafepress is a vertically designed digital store that allows people to sell their own merchandise, access a community of users who help one another with technical design and business issues, and most importantly, provide product templates. This shop design combines the open market feel of ebay, a personalized store front similar to cd baby or arguably myspace, along with a marketing strategy which generates a commission for existing users. This is yet another example of a successful website that was able to combine more than one 2.0 concept effectively to generate a steady flow of traffic.