Ask any web surfer to name Internet retailing successes and the response will inevitably include Amazon, CDnow, Virtual Vineyards, or other widely known web storefronts. In fact, given these relentless references, one might think there are only a handful of online retailers making money. What is true is that there are only a handful of widely publicized successess. Buried in the Net are retailing sites quietly racking up impressive sales without headlines. This book tells the story of the quiet entrepreneurs who are making moeny, anywhere from six figure grosses to multi-millions. What makes these stories so compelling is that while they share a common denominator of genuine Internet success, not one took the same route on the Information Superhighway... all opted instead for roads less traveled.