I spent 90 minutes this morning with a company in Utah County (Lindon, actually) called Vultus. I was pretty impressed. If they'd shown me that product three years ago when I was building consumer oriented eCommerce tools, I'd have written them a check on the spot. Its that cool. Here's what it does:
One of the cool things they can do it interface to SOAP services. They have a tool which automatically creates a GUI that runs in the browser from the WSDL.
They've put together a demo site that shows some of the capabilities. Be sure to look at the source.