@neil In my (business) experience, websites are mostly used for verification. "We've heard of this shop, but does it check out, are they the kind of place we are looking for". If your site then weirds people out it becomes an impediment. So the limit is, would my site scare off potential customers because they find it too strange.
@neil otoh I got some very nice shirts from a physical shop, and this is the website of the brand. I'm sort of envious. Behold. http://jupitershirt.de/