It's time to start to demystify some of the myths surrounding online/internet marketing opportunities, especially for small, start up ventures. From reading SHELL SHOCK, I hope readers become more aware of the opportunities as well as the pitfalls that are faced in the brave new world of online commerce. Recently, I have become aware that often advice provided to small, start up e-commerce ventures can be misleading and/or incomplete. Often people who are interested in developing a website that has a direct marketing function typically fall into a number of easily avoided traps. Now, I'm not suggesting it is possible to guarantee a failsafe approach to successful e-commerce; especially, when the online environment changes so rapidly. However, there are a number of basic principles which, if followed, will lead small scale online entrepreneurs towards greater success. Or, give them enough knowledge of the business context to know it might be time to cut their losses. This at least is the objective of the current work.