Steve O'Grady has an interesting suggestion for Sun: Get out of the fulfilment business that your new Startup Essentials program created for you, since you're not a Web commerce company. Steve suggests Amazon or eBay as order and fulfilment partners.
Coincidentally, I finally got around to listening to Werner Vogel's podcast at ITConversations on scalability, reliable services delivery and Amazon's Web Services APIs. He describes an Amazon very different from the bookstore many people think about. Much of what Werner says supports Steve's argument: You'd be crazy to build your own store, these days, with AWS' e-commerce APIs and systems at your disposal.