At first, most of the pictures look like typical still photography. Then (if you don’t leave your mouse over them), the images animate — not in a smooth, movie-video way, but a high-quality-GIF-put-a-bunch-of-still-frames-together-way. It’s almost like something out of a science fiction film … and it freaks me out, just a little.
On the other hand, as Fashionising points out — this might be a new direction for online photography, especially as print begins to die. It *is* visually interesting, and maybe at some point I’ll become used to it. Right now, though, it’s in a weird photographic version of the uncanny valley.