First of all it's not my idea so I'm more inclined to agree with you. But this guy is selling paintings and is pretty sure no one will want to buy more than one, and I do think he is actually going for the ameteur look. He wants to reinforce the idea that he's very much one guy on his own and not a big business doing lots of selling.

I think the showcase mode is pretty much what he's after, only with a buy now button instead of the "Show Room Only " box. Do you think it's possible to do that?