Chris Thiessen of Cambridge, Ontario felt that, as wonderful as online book stores are for their selection and prices, they still lack the pleasurable experience of strolling amongst the bookshelves, browsing the titles as you happen across them. So he created Zoomii, a virtual facade for Amazon.ca that adds bookshelves for you to explore with your mouse and zoom into using your scrollwheel. The books, the shopping cart, the order process are all Amazon's and making purchases is the exact same, thanks to Amazon's Associates Web Service which allows web owners to connect to their retail services.