SEXY SITE

This is a really sexy website... which just raises the question, why aren't more websites more interesting? Perhaps a webmaster (like kiki) could answer this question for me, because i just don't understand why we aren't using more fancy tricks like the old classic, "dissolve" feature.

As in, why is ikea's website about as interesting as a POWER POINT PRESENTATION? (read: so boring it makes me want to blow my brains out----)