Our guiding principle was that design is neither an intellectual nor a material affair, but simply an integral part of the stuff of life, necessary for everyone in a civilized society.
Martha Stewart is extremely talented. Her designs are picture perfect. Our philosophy is life is messy, and rather than being afraid of those messes we design products that work the way we live.
Traditional horizontal search engines cannot always identify the target audience, niche or vertical industry of a page or site. Vertical search engines address this issue by the nature of their design. They identify sites according to more specific criteria and sometimes even by human input.
Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone.