Sorry, but my opinion is that it is a very stupid example of web design!
I have worked with designers like that who spent months doing something the 'clever' way rather than hours doing it properly.
My first problem with the site is that it is Flash-based so it doesn't work if you have Flash disabled. I have Flash disabled by default so I don't even see the content on such sites. I switched it on this time to see what you were talking about. Yes, it's fun, but that leads me to the second problem...
Which is - does it make me want to buy something from that site? Answer: no! I watched what was going on and then decided that I'd wasted enough time and shut it down. I reckon the site owners weren't really trying to entertain people, they were trying to sell products and I don't think the 'clever' animations achieve that.
Still, if people want to run a 'Keep clever Flash animators in employment in these hard economic times' charity, why not!
