If you're wondering what’s up with the strange URL, apparently it is official. paulgraham.com links to it here: https://www.paulgraham.com/bel.html
However, Yahoo Stores (which is the, er… CMS that 'pg uses) was aquired in 2022[1], and it seems that the new owner migrated some assets to a new domain.
[0] See https://web.archive.org/web/20191012073002/https://www.paulg...
[1] https://help.turbify.com/s/article/faq-merchant-solutions-up...