One thing I never appreciate is the latest buzzword. By the time "Web 2.0" became a buzzword, everyone had a hard time explaining it. In a nut shell, it is this. It is the top watch site right now, and it clearly tries to drive the sale of watches online. Its selection is much weaker than #2 and #3, but those two pay Google for their ranking via lots of Pay Per Click advertising.
Enthusiasts want to do more on your site than just shop. Let them.