Heck, at least half the people on HN won't get why coal was chosen. Perhaps an answer as to "Why coal?" would be appropriate on the home page.<p>Also, there is no call to action (or it's not clear enough). I clicked through to the cart and it gives me a three-step explanation but no links or buttons that say "Click me to get started". I was on the cart page and, at the bottom, it just says "It appears that your cart is currently empty!" This could be massively improved if you just sit your mom (or someone non technical) down at a computer and watch what they click while trying to accomplish a given tasks (or just exploring).