Great products, great fulfillment, legendary backend services. Even though their returns policy could be better, I'll be back. They add Flash. Sometimes lots of Flash. Often times, too much Flash.
Flash can be like cologne.
Spend a lot, and the return might not be worth it. But get the combination right, and you've got something that can be enjoyed. To me, Flash is best used to attract, engage or explain. When used effectively, Flash can engage the user, guide them though a process, and use multimedia to explain functionality and usefulness of the site. A great place for Flash is on site tours.