Great Product, Ugly Site, Doesn't Matter

Okay, from the moment I saw this in a PCMag.com article, I wanted one. So I clicked on the site link and lo and behold, it's ugly. I mean, really ugly, and not very usable, and the shopping cart is just PayPal. For a $350 to $550 product, what is the deal?

http://www.cruzincooler.com/

Then I realized something. I looked through the site and I wanted the product even more. And then I realized that it didn't matter - as long as the site didn't crash while I was checking out, I'd click through 20 checkout steps to get this thing. So what's all the fuss about "easier checkouts?"

If you have a product or service people want, they will do whatever it takes to check out, and not really even think about the difficulty, unless it's impossible due to a broken site or incorrect instructions. On the other hand, if you have products or services available elsewhere, you need to optimize your site to be the easiest one in the market to order.

So, my conclusion is, what you're selling determines how nice/pretty/usable your site needs to be. It can't hurt to make your site fully usable, but if people want what you have, you can get by with some ugliness.