10% of 2% = potential lost revenues from those with Flash disabled.
This can hardly be considered as being significant, and is certainly not much of a reason to throw the baby out with the bath.
In this case, the limitations are voluntarily imposed by the user, and are not inherent to the API, as they would be if the site content were published in Windows-only format, or something to that effect.
True assessibility is a development objective in every API; it does not happen "automatically".
I concur that "wow" is subjective, and although
http://www.760disc.com/ is a valid example of what can be done with AJAX coding, and the layout is beautiful, this example hardly qualifies for "wow" status, compared other plain vanilla "web2.0" AJAX sites, and is certainly not in the same class as an advanced AS3 application.
IMO, the most advanced interactive "eye-candy" features of this site are, at best, replications of extremely basic AS3 functions.
For example, the page transitions are abrupt with no easing whatsoever, and the rollovers are essentially no more advanced than basic javascript or CSS image-swapping.
I'm not implying that this site is not "good" in absolute terms, but it hardly qualifies as RIA, and I doubt that most visitors come away with the feeling that they've just experienced something out of the ordinary, which is what "wow" is all about.
IMO, it is mistake to underestimate the importance of content presentation on the web; consumers do not view online content with the same biases and general pragmatism as programmers.
With the proliferation of true internet broadband, HD television, extremely realistic videogames, etc... the expectations for web content delivery have also risen, despite the relatively slow response from the web development community as whole.
