I believe win for many would be to quit their job and work for themselves instead. You know.. Bunting to get to first instead of going for the grand slam. I can see how you can bunt against Amazon and make it to first. Hitting a grand slam? Not so much.

And selling squishy thingies is optional.

I would accept that definition. But I can't tell if the owners of squishable have accomplished that.

Considering their clientele is passionate enough to send in video and photos of them doing ridiculous poses with their squishable toys (and adults, no less) shows that they do have a fanbase. The only other places that I know of that has such outwardly passionate users is Threadless, who last I heard they were making around US$40 Million a year selling t-shirts that they didn't even design themselves; and ThinkGeek, which makes about 80 Million selling geegaws and doodads for geeks.