Just a warning that exploring James Lileks' site will suck you into spending a completely unreasonable number of hours marveling at his outstanding sense of humor (he wrote a great piece last week on the passing of P.J. O'Rourke) as well as the simultaneous wonderfulness and awfulness of mid-century American culture and life. The Gallery of Regrettable Food is a destination on its own, and the Matchbooks Collection will leave you amazed that they are so interesting...
I agree about the matchbooks. Some are hideous, but the best leave me astonished: the design talent there is really humbling. Imagine being able to make a tiny matchbook so beautifully evocative, so full of promise. Look at this one: http://www.lileks.com/match/museum/bars/1.html. I want to go there now.