•	Computer screens vary enormously, so colours and sizes you see will not appear exactly the same for everyone
•	Getting thousands of hits is not always the mark of a successful website - better a hundred visitors who buy than 10,000 who don't
•	Lots of pictures can make a site look good, but they add enormously to the download time.
•	Same with glitzy animations and clever presentations - do they add to the information, or just prove how clever the programmer is...