ShoppingPath Shopping Comparison UI

I came across this post about ShoppingPath's cool new product comparison UI on Read/Write Web tonight. If you have a minute, you can try it out here. While it is no doubt a creative presentation of important information to anyone in the market for consumer electronics, I'm not sold on the idea that it offers a more effective means of merchandising for anyone with an interest in selling products. It no doubt is fun to play with but as a tool for people to actually shop with, I didn't find it all that helpful. The larger point is that creating stickiness in a retail context is only as good as its ability to convert shoppers into buyers. At the end of the day, shoppers seek satisfaction through the purchase of goods and services. To the extent that a site can make that experience more fun and enjoyable along the way then everybody wins. In addition to ShoppingPath, there are other sites out there, Mpire immediately comes to mind, that are also doing innovative things with aggregated price and product information. The question remains how do/will these new and different approaches lift click-through and conversion rates thereby displacing the dominant players in the comparison shopping space?