Right, but that site is not using Shopify (which was my point). To differentiate and get a competitive advantage - build a better bed bug website, better than the thousands probably already on Shopify, you may need to leave Shopify.
Hmm... what shopping cart does DoMyOwn use? The point I was trying to make is: you can bring in $10m/yr revenue with any shopping cart software. It just depends on marketing/SEO/traffic/conversion...