Not So Rotten has launched. The site’s mission? To sell adult DVDs for $7.95.

So far, so good.

While doesn’t have all the titles under the sun, it does have thousands to choose from, coming from 100-plus studios and extending across 35 genres.

“We want to push the envelope in the online retail adult DVD industry by pushing a simple plan that offers as much variety as possible for the absolute lowest price and same-day service,” says co-owner Wes Doyel. “We feel that our customers will reward us with a high volume of purchases that make our low margins sustainable.”