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Having seen the commercials, which are, quite incredible and very different from the usual (freudian) car travelling along windy road and customary water shot you have to wonder...
...what the hell is this website about? The interface smacks you in the face like an angry elephant. The shear brilliance of the photography is reduced to these tiny images that seem strangled with in this 'app' looking interface.
The site does boast some nice little touches like adding your own image and commenting on the photography...but, c'mon, a good chance was wasted to do something very different, especially with all those lovely pieces of photography (and lets face it, how good are some of the photography sites out there on the net?). The site design could been better, IMO.
Further reading about the ads...