After reading their press release it sounds like bitcoinstore's main goal is just to promote bitcoin acceptance online. To that end I wonder if they could make a 4 party offer to amazon, best buy, newegg.com and tiger direct where they'd sell their domain name/setup a redirect to the first one of the 4 that agreed to accept bitcoins?

$500,000 in sales in basically a month and a half would be pretty valuable to one of those I'd think.