The Freehand document can be exported as a Flash file, and symbols created on the fly. For example, if you had the letter e in about 15 places in the file over a few page files, Freehand will convert ALL the instances of the identical object into one symbol, and place it accordingly in the appropriate places. Did he ever hit the nail on that one. And again, you must be able to justify the steps taken towards the objective. By doing so, a more tactile and immersive experience will be available for the end-user.
All motion has meaning, with no concept and no content there is no meat, the site becomes fluff.
Fluff is a waste of time in most cases and will not retain visitors or entice return visits from previous visitors. Purgason mentioned that he gives himself at least a weekend to mull over concepts in his mind and get inspiration from around him before he starts anything out on the computer. To sum up his talk, think before you design. The site utilizes a Flash front-end with a PHP backend on a Linux server to provide everything from a customized look and feel of the site to chat, message boards, and instant messaging between members logged into the site. Everything they have done on the site is free source, and they made a point of letting people know this.