Randmiser, I've already commented on BFL's potential, but I will expound further.
I don't feel that they have a viable business model. I don't feel the need to go to a middle-man - I would rather go directly to the web sites that are selling the goods.
I can see using a comparative-shopping site, but that isn't what BFL does. In fact, it is exactly the opposite of compartive shopping. Instead of giving you choice, they narrow it down to one company in each category. They explicitly state that this is their intention. Smart consumers will realize that this is limiting their choices and costing them money.
The only part of BFL's business plan that MIGHT make some sense is their creating of shopping sections for other sites, such as the CNN store. (Somebody on YooHoo incorrectly stated that BFL created the CNN web site. They didn't - they created the CNN store.)
But visiting the CNN store, I see they are following the same business model, which I don't believe will succeed. I did visit the CNN store, and found it confusing and just not useful.
I suspect that this didn't cost CNN anything, and they took a flyer. I doubt that it is paying-off for them. For example, after learning that if you buy books from the CNN store, you are going to be sent to barnesandnoble.com, I'd prefer just to go directly to barnesandnoble.com, rather than screwing-around with the confusing interface at CNN. (And cutting-out CNN and BFL from the profit loop.)
I'm afraid I do have to add some historical perspective. SIM was a troubled company, whose business model was not working. Why do you think ESVS was able to buy BFL so cheaply, and on such favorable terms? If they really had potential, do you think they'd be taking an IOU from ESVS? Wouldn't they be getting cash on the barrel-head or rapidly-appreciating stock from the likes of YHOO?
I must conclude that, for them to have accepted this deal, they must have been desparate. I suspect that their business model is failing, and that they have salvaged what they could out of it, by taking a bit of cash and an IOU from a delisted company whose stock is only heading down further.
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