Instead of falling for etoys look for the EBay.  I once did a curious thing.  A few years ago I made it a point to try and peek at every public computer or internet café that was reasonably in my path.  Every single machine was using EBay for commerce.  I don’t think I ever saw etoys on a single one but I’m sure I was not looking.  Of course Yahoo was on every machine too but I quickly realized… “I’ve never paid Yahoo a penny”…many users of Yahoo have not.  A bit Peter Lynch perhaps but I guarantee you will unknowingly have the same “aha!” ten times in you life and do nothing with it.  I look for “Aha!”, validate “Aha!” and present “Aha!” to you.