Here's a thing from when we launched on Big Cartel: http://www.fullstopinteractive.com/blog/2010/05/big-cartel-r...
Here's a thing from when we switched to Shopify: http://blog.unitedpixelworkers.com/2012/03/13/why-shopify
Here's a thing from when we tried to make amends for some of our initial responsive sins: http://blog.unitedpixelworkers.com/2012/09/19/introducing-un...
Unfortunately that's about all I've written regarding the technical changes to the site over the years. It might have been a bit clearer if I had said re-designed and re-engineered the front-end if slightly less pithy. Hope that makes more sense.
Put otherwise, in their previous line of business, it matters to be current with regards to state-of-the-art application development. Where's the harm in experimenting with your 'on the side' app?
Surely that's not a good thing. Surely.