Bethesda Softworks Online Store Relaunched

Those of you who have been waiting to purchase DLC for the PC version of The Elder Scrolls IV: Oblivion should be happy to hear that Bethesda has relaunched their online store and directed the previously defunct Oblivion Downloads website to it. Steam users need not apply, though:
Please note that the DLC store only includes content for the PC platform. There are no refunds on digital content purchased on this site. All sales are final. This content will not be compatible with versions of Oblivion downloaded from Steam.
Additionally, you can now purchase any title in their current catalogue directly from the publisher/developer, though all the games currently listed appear to be at full retail price. Unless they offer incentives for upcoming games like Fallout: New Vegas, you're probably better off purchasing from whatever retailer you were using before.