Not just another Web retailer - BusinessWeek

Two serial entrepreneurs are poised to launch an online marketplace for brand-name household items that boldly aims to compete not only with the likes of Amazon (AMZN) and drugstore.com (DSCM), but mega-retailers such as Wal-Mart (WMT), Target (TGT), and CVS Caremark (CVS) as well.

It's also up against something else that might be just as powerful: memories of past online consumer-goods debacles...