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One thing we tried to do as often as possible was not reinvent the wheel. Lars took the intiative to contact Shopify, and they let us use their templating language, Liquid. This allows users to enjoy the ability to fully customize their look and feel (our attempted at all-css design already chronicled in Are We There Yet).
One big lesson (in fact a life lesson): when you think something is dumb, try doing it yourself with the same contraints as the creator.
You'll learn.