But when a tricked-out Specialized concept store opened 3 miles from his shop, after assurances from the bikemaker that this would never happen, Lopatkin switched gears.

FORBES: Spinning Wheels

Still, we lose something when the nondescript buckets of freeform Lego bricks are moved to the back of the toy store, while the highly specialized Disney sets fly off the shelves.

FORBES: Parents: Buy Kids' Legos, But Throw Away The Instructions

In 2005 Ulevitch realized that a specialized DNS service employing hundreds of servers around the world could store ip addresses physically closer to users and make finding Web addresses faster and more reliable.

FORBES: No Phishing Zone

In the case of Jia Jiang, the request was made at Krispy Kreme for a set of specialized donuts fashioned to look like the five interlocking Olympic rings from the store employee, Jackie.

FORBES: Move up http://i.forbesimg.com t Move down