A friend of mine who works over at PUMA let me know that they've launched the online version of their Mongolian Shoe BBQ. It's not meant to be a direct competitor to Nike ID - the PUMA version focuses on complete customization of all the elements in a single shoe style. The concept has been brewing for years - with a concept store tour last year and Top Winner Thrift project in 2002.
The guy who coded the site is a genius. Last I checked, the web department at the company isn't larger than four or five people - which shows what you can do with small budgets and large talent.