Not your average shopping site

A really creative idea for a website. Open in it, then wait and see what happens.

http://producten.hema.nl/

At first glance it looks like any normal shopping site.. second glance maybe your thinking, why is this site selling scotch tape .. as well as cake ?? Then it begins. It's so weird how the page scrolls down on its own. That to me, is thinking outside the box (for a website). Really cool.. Although it doesn't serve a purpose in particular, but does a concept/design need to? Not really. We're just used to websites with a certain use. We're on the internet everyday, surfing from site to site, that we might forget that websites can also be a form or art. It's nice to come across an inspiring and different site once in a while, for a change.