Is it me who keeps going on about it? The OP asked for advice about DMOZ and got it from several people. As a web designer who does search engine optimisation I also offered him/her some free advice. The website in question is unattactive, dated and home made looking. Whether you want to accept or not it is a fact that this damages sales. Home made ecommerce websites like this do not convert. People are scared to buy from them in case there is a problem. When potential customers arrive at a website they make several decisions in the first couple of seconds. These are based mainly on their first impressions of the site. If these first impressions are bad then it is extremely unlikely that they will explore it further and all I was doing was suggesting that if the site was made more attractive then more sales would be achieved. I thought that offering advice was what forums like this were for? Let me emphasise again that the design is perfectly acceptable with regard to its suitability for a DMOZ entry. I would never reject a site based solely on its appearance. I have no idea why it is not being accepted but I would be very surprised if it was because the category editor found it unattractive. (... and I managed to say all of the above without shouting!)
You do, that's why I quoted you mentioning it again. So what you are saying is that once again the guidelines are inaccurate and following them is likely not the best method of getting a listing? Or maybe that it's a case of editor abuse by not listing sites based on site design?
No, that's not what I am saying - that's what YOU are saying. If you cannot understand what I am saying then I have no more time to waste trying to help you to do so.