[ScottWhigham]

Heck, at least half the people on HN won't get why coal was chosen. Perhaps an answer as to "Why coal?" would be appropriate on the home page.

Also, there is no call to action (or it's not clear enough). I clicked through to the cart and it gives me a three-step explanation but no links or buttons that say "Click me to get started". I was on the cart page and, at the bottom, it just says "It appears that your cart is currently empty!" This could be massively improved if you just sit your mom (or someone non technical) down at a computer and watch what they click while trying to accomplish a given tasks (or just exploring).

[jamescun]

As someone who does not get why coal was chosen, I was hoping you would explain why coal was chosen in lieu of waiting for the website to update.

[dragonwriter]

The reference to "The Naughty List" makes it clear why coal was chosen: Santa Claus has been believed to make a list of children throughout the world, categorizing them according to their behavior ("naughty" or "nice") and to deliver presents, including toys, and candy to all of the well-behaved children in the world, and sometimes coal to the naughty children, on the single night of Christmas Eve. [1]

[1] http://en.wikipedia.org/wiki/Santa_Claus

[jamescun]

My first thought was obviously that of Santa Claus, and leaving coal in the stockings of naughty children. However the commentary here and the text on the website lead me to think it was perhaps referring to something more localised to America or its politics.

[bradleyland]

I thought of the Santa Claus connection as well... but it's not Christmas. Not even close. Satire is humor, and with humor, context is important.

If this really is a "you get coal for xmas" joke, then it's going to fall flat for a lot of people.

[piqufoh]

Not big on my US history (not being from the US and all) but my guess is this is something to do with Roosevelt and the coal strike

http://en.wikipedia.org/wiki/Coal_Strike_of_1902