True Religion and site architecture

As I am becoming a burgeoning fashionista and learning about fashion and search I was shocked to see that TrueReligionjeans.com is one of the hotter trends in denim fashion completely fails at so many basic elements of SEO.  While they are a public company (TRLG) and should have the resources to improve their website they have not considered SEO in their site design or architecture.  While they do haver an interesting layout and are than just a flash micro site.  They have some sophisticated ecommerce elements.  Their failure occurs at the URL level.  Because they only have one URL indexed in Google.  This is because someone made the decision to not have the URL change at all ever within the site, this is perhaps an unexpected consequence of doing a frameset for the entire site.  Subsequently Google has only crawled one of their pages.  This could be alleviated perhaps with a sitemap or a spiderable path that allows Google to discover all the great content at this site.   They have accomplished this at truereligionbrandjeans.com.  I don’t quite understand why they wouldn’t just redirect the former home page to the latter homepage.  However Until then most user will probably end up buing true religion jeans, skirts, and shorts elsewhere. There is a great true religion denim video showcasing how to these jeans fit.  It is a great peice for fashionista noobs like me!