As you can see, Joe has changed his website a few times. In 2003, he lost the "sohobike.com" domain to one of the many cyber-squatters out there who will kidnap your domain name if you let the registration expire.
Rather than pay the ransom to buy the domain back, Joe went with "sohobikes.com". Joe sold the shop and retired in October, 2016. Here are some of his earlier cards.