Apple co-founder Steve Wozniak has lent support to online second-hand car sales company, Hotswap.com.
The company hopes to combine the demand for high-definition online video content with e-commerce applications.
Hotswap's website is at present a portal for buying and selling cars. Users can watch a video of the vehicle that's for sale while they make their purchasing decision.
Wozniak, who has signed-up to be a company advisor, told Reuters that he likes what Hotswap is doing, calling it "a definite step forward".
The company isn't just an e-commerce provider. It also holds patents on some forms of compression technology, which it claims can make webcam clips almost as good as high-definition TV on websites.
Hotswap even claims that fuzzy video made available through YouTube can be transformed by use of its technology.