Have you seen the QVC TV channel before? It's where polished demonstrators show and explain products on live TV while encouraging the audience to buy. This is a good idea for websites because 90% of website visitors aren't ready to buy so it's good to take direct action.
One of the things all the products on QVC have in common is that they can be explained and shown. The channel works because viewers appreciate a good product demonstration where they can see the product differently than it's commonly seen on a static website.
The demonstrators come across as everyday people who are benefiting from the product and show it in a way where it becomes a must-have item.
Any website with visitor traffic could benefit tremendously from an expert presenter doing the same for their product. Pictures and descriptions are fine but today's shoppers trust live video to connect with a brand.