Virtual Event Fatigue & Why Simple is Sometimes Best

I haven't written and published a blog entry for some time. I've started a few.........but never finished them or was never really convinced they added anything to the 'virtual event debate'.
If I'm really honest, I also think I'm a little frustrated with what I see as a lack of innovation in virtual events and the platforms on offer. I read some excellent discussions on industry sites and LinkedIn groups, but I don't seem to find any evidence of implementation - new events approached in an novel way, game changing functionality, experimental user interfaces,etc.
What has prompted me to write again, was an e-mail from a colleague asking what I thought of the experience provided by the following link: http://tradeshow.globalsources.com/TRADESHOW/HONGKONG-SECURITY-PRODUCTS/ONLINE-APR/ONLINESHOW.HTM?source=TSCHKCSFSP_HOME
Please take a look. Let me know what you think.
At first, I must admit, I saw the platform and immediately wrote it off as far too basic, but the more I looked, the more I liked it purely because it is so simple, easy to navigate and so 'literal'. It is not really a virtual 'event' platform but more a 'virtual exhibition hall' that is a photographic record of the physical exhibitor's presence. The platform presents you with a simple carousel (you can see why this made me happy by taking a look at my previous blog entry on 28/11/2010 - 'Beauty is in the Eye of the Beholder') of the exhibitors stands/booths, and by clicking on an exhibitor, you are presented with multiple photos of an actual, physical, exhibition stand. If you see a thumbnail that interests you (view of the stand or product for example), click on it and you are given more information. Want to get in touch with someone? There is a simple 'Inquire Now' button which brings up a contact form.
I'm not saying that the simplest solution is always the best, but, maybe we would do well to remember that that is where we should probably start, and let the needs of our exhibitors and visitors define any additional requirements.

Beauty is in the eye of the beholder

I'm having trouble making a decision.....................if I come right out and say what I think I may very well be dismissed as a platform vendor who is taking cheap shots at the competition or the virtual events industry in general. Believe me, I am not - I believe in virtual events and feel the market will be richer and more likely to succeed with a rich array of platform choices. On the other hand, if I'm too diplomatic or polite, where will I get the feedback to tell me if my opinion is isolated or the general consensus?
So, let me just say I have a problem with what seems to be the generally accepted graphics and user interface we, as virtual event platform vendors, offer to our organisers, exhibitors and visitors.
I vaguely recollect that it was when I was working as a project manager launching a new e-learning conference and exhibition in 2000 that I was first called by a  company who explained virtual events were the 'next big thing' and I should look at a platform they had created around an event at the National Motorcycle exhibition in Birmingham. Needless to say, at that time, the user experience was fairly woeful, but I seem to remember the graphics being not a million miles away from what we see today.
I really think we need to at least offer a option to get us away from a 'literal' view of an exhibition hall, conference centre, networking lounge and so on. Why can't the exhibition stands be displayed on a carousel for example? I understand the linking of visuals to existing functionality so new visitors have a more intuitive experience, but surely we also want a little bit of the 'wow' factor? Virtual events should be cool and look up to date or even 'cutting edge'!
Typically, the back end of a lot of platforms available today are very impressive, delivering statistics and lead generation information for exhibitors that physical event organisers can only dream about. Stretching our imaginations on the way we present the front end can only increase the quality of the concept, product and experience.