To understand how drastically the landscape of the online shopping world has shifted since holiday season 1999, you could do worse than pay a visit to Bluelight.com based in San Francisco. Incongruities abound. Here we are at a converted warehouse (major points for geek chic), but it's in the heart of Fisherman's Wharf, Middle America's greatest open-air tourist trap, miles from the hipster hangouts. Inside are all the signs of an unstuffy start-up--pets roaming the halls, people with green hair. Yet what gets them really jazzed is flipping the switch that signals a virtual blue-light special.
The dotcom world...
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