Also, regarding Peter's comments on Baskin Robbins etc. - I don't get the logic. They, and I believe Macdonalds, have interiors that are just about comfortable to sit down and eat your food, but then they want you to move on ASAP.

Surely you don't want to move people off your website ASAP? I thought the whole ideas was to create "stickiness" so that people hung around and got to know you? In which case, I fail to see how this logic helps when trying to make sales online.