But as the history of web design enlarges with time, the benchmarks seem to get muzzy. Amazon.com's design evolution is an interesting story of opportunism and pragmatic responses to technology and human behaviors. There is a linear progression from "throw things up and see what sticks" to a highly coordinated suite of marketing schemes. But, at the same time, can *you* recall exactly what it looked like when you first saw it? Unless you kept a screenshot of the occasion, probably not.