Dorian Howard found that out the hard way when her small e-commerce start-up, Milk & Honey, crashed after E! reported on Monday night that celebrities–such as Ginnifer Goodwin of the HBO Series “Big Love,” Busy Philipps from ABC’s “Cougar Town” and Disney star Selena Gomez–were using it to design their own shoes.

In the 48 hours after the segment, Milk & Honey’s servers slowed to a crawl as thousands of women tried over and over to order something special that no one else had.

“Our site went bananas,” Howard said. “No one can order shoes because it’s totally crashed….I had no idea how much bandwidth we had. I’m a shoe designer. I don’t speak tech.”

The site, which is back online as of this morning, was founded by Dorian, who lives in Los Angeles, and her older sister, Ilissa, who lives in Hong Kong. It’s Ilissa’s job to manage the cobblers who bring to life the crazy shoe combinations people come up with.

Woman can pick from pumps or flats–round, pointy or peep toe, sling backs and closed backs–and from a variety of colors and textures, from leather to faux snake skin. Metallic studs and bows are optional. Each pair ranges from $200 to $325, depending on complexity.

Popular right now are nude-color shoes “because they go with anything in winter or summer, and they make your legs look really long,” Dorian said. A close second is red glitter.

Over the past six months, the self-funded sisters have flirted with the realities of building a business from scratch.

During slow months, they were convinced they “were the only people in the world that cared about customized shoes,” so when the servers crashed with people actually wanting to buy, Dorian stayed up all night tracking down server administrators on the other side of the globe who were still awake and could recover their site.

“We’ve had a few people who’ve called or were able to order over live chat, but we haven’t been able to process orders,” she said.

While the site was down, they added 1,500 Facebook fans, so hopefully those fans will come back to buy later. But in the frenzy, Dorian forgot completely about their Twitter community.

The urgency of the matter was heard audibly Tuesday afternoon, as users accessing the server caused a constant pinging in the background. “It’s amazing, it’s great, it’s what we are dreaming of,” Dorian said.

The sisters, who were previously in the film industry and toy business, have learned a lot of lessons. “At least we are consistent,” she joked. “We fuck up everything the first time, and then the second time we knock it out of the park.”

At times, they were close to the brink. “If we didn’t hit our number in December, we might not be in business today. We hit it by one [pair of shoes], but January exploded, and we hit our first-quarter goal in the first month of January.”

Next up, the two are considering talking to investors to help open a boutique so women can design their shoes in person. They also have their eyes on creating a spring collection.

“We wanted to see how long we could get away on our own. We are pretty close to our limit. It’s been tight, but it’s been working. I wash my own car now, and I mow my own lawn.”

With the launch of Clicker Predict, Clicker became the latest site to join Facebook’s Instant Personalization program, which customizes an outside site based on information a user and the users’ Facebook friends have submitted to Facebook or the site itself. This can happen the very first time a user visits a site–so if you’re new to Clicker, but are currently logged in through your browser to Facebook, Clicker can instantly make recommendations about what you should watch.

The experience of visiting a new site that already knows who you are can be a bit unnerving, which is why Facebook is rolling out Instant Personalization slowly and carefully. It’s one of the company’s more aggressive products on the privacy front. Other partners include Rotten Tomatoes, Yelp and Pandora.

San Francisco-based Clicker indexes more than one million shows and movies available on the Web.

Please see the disclosure about Facebook in my ethics statement.

That, after all, is what it was built for.

But a looming challenge is how to tailor both the phones and their marketing to make them more appealing to all those mainstream users who are buying their first smartphone.

For Sprint, one step in this process has been the creation of Sprint ID–a system that lets phone buyers customize their device with one or more themed “packs,” which install a series of themes, widgets and applications with a single click.

Sprint launched the effort back at the CTIA show in October, but is now getting up to speed by both adding more devices compatible with Sprint ID and by lining up some brand-name content. This week, Sprint announced a new MTV-themed pack that combines news from MTV, music from Pandora and an app that helps highlight new artists based on social networking trends.

There’s clearly some room here for device makers and carriers. Even Google’s Andy Rubin, the father of Android, concedes that thus far Android has been best suited for techies.

“I would probably characterize Android as it is today as an early adopters’ platform,” Rubin said at last week’s D: Dive Into Mobile. “It’s for the tech enthusiast and people who are married to the tech enthusiast.”

That is quickly changing, though, with Android making up a greater and greater percentage of phone sales at Sprint and elsewhere.

“You are moving to the mass majority,” said David Owens, Sprint’s vice president of consumer marketing. “That’s not a group of people that are going to go in and customize their device.”

Sprint ID allows them to pick an interest and get all kinds of related content. From there, users can uninstall components or add other applications, but Owens said it gives users a starting point and Sprint a way to stand out from the competition.

Initially, Sprint ID packs were offered as options on two Android models, and more recently Sprint added the lower-end Optimus S to the mix. Owens said those who have one of the three phones have downloaded, on average, two of the themed packs. Sprint plans to eventually offer Sprint ID on all its Android devices.

Sprint ID opens the door to some alternative revenue possibilities for advertising or sales of premium content, but currently all the packs are free, and Sprint is not banking on much in the way of additional bucks for now.

So far, it has about 15 of the different packs, each geared to specific topics and identities, ranging from the MTV pack, to one for golf enthusiasts to several targeted specifically to Latinos. (Latino MTV watchers who love to play 18 holes needn’t worry–users can install up to six different packs and switch among them.)

What has been lacking until now is much in the way of brand power, though Owens said Sprint hopes to change this with MTV and other packs in the pipeline. He wouldn’t give any hints, but said there should be more announcements by CES.

Online talk radio aggregator Stitcher nabbed $6 million from Benchmark Capital and will use the money to give radio blabbermouth Rush Limbaugh, as well as the endlessly talking heads of National Public Radio, even more digital distribution.

The San Francisco-based start-up often describes itself as the the Pandora of online talk radio. And like the digital music site, Stitcher lets its users create and customize their own free personalized talk/information/news radio stations.

The site focuses mostly on its apps for a variety of mobile devices, especially increasingly popular smartphones. It offers programs from about a thousand different sources, such as NPR, E! and The Onion.

Stitcher also recommends new programs to users based on their selections.

The infusion of funding in a Series B round led by Benchmark–whose partner, Bob Kagle, will have a seat Stitcher’s board–will allow it to expand its advertising sales force and improve its offerings, said CEO Noah Shanok in an interview with BoomTown last night.

“The hope for everyone in terrestrial radio is to find new audiences, so as we grow, they will too,” said Shanok, who co-founded Stitcher in 2008. “We want to be a part of everyone’s everyday life.”

Shanok said fast-growing usage and engagement–which he declined to give specifics about–was the reason Benchmark was attracted to the company.

The new funding adds to $3 million Stitcher already raised from New Atlantic Ventures and investors Ed Scott and Ron Conway, who also participated in the new round.

While the mobile app on the Apple (AAPL) iPhone is the most popular, Stitcher also offers software for Research in Motion (RIMM) BlackBerry, Palm (PALM) Pre and Google (GOOG) Android devices.

Stitcher is also pushing into other areas, such as being part of Ford’s (F) initiative to make its SYNC-enabled vehicles into Wi-Fi hotspots, allowing people to connect to the Internet everywhere much more seamlessly in a moving car. They will be available later this year.

Here’s the press release on the funding:

Stitcher Secures $6 Million in Series B Venture Funding

Benchmark Capital Leads New Round to Help Transform the Way We Listen to Talk Radio

SAN FRANCISCO, CA. (April 6, 2010)–Today, Stitcher, a service that allows users to customize talk radio programming on their mobile devices, announced that it has completed its Series B round of financing. Led by Benchmark Capital, with participation from previous investor New Atlantic Ventures and tech veterans including Ed Scott and Ron Conway, the funding will be used to further Stitcher’s product and platform development. Bob Kagle of Benchmark will join Stitcher’s board of directors.

“We know that people prefer listening to news, talk and information programming when they’re on-the-go. The rise of smartphones has finally created an opportunity to give people exactly what they want to hear–on their commute, at the gym, on a road-trip–wherever and whenever they want it and that’s exactly what Stitcher does,” said Noah Shanok, CEO of Stitcher. “Benchmark’s funding, combined with Bob’s guidance, will help us continue to take advantage of the growing market for mobile content distribution.”

Stitcher’s free service allows users to create a personalized audio programming experience. With Stitcher, users can listen to the news and talk radio shows they enjoy whenever and wherever they like, using their mobile devices. Users choose their favorite programs from more than a thousand different sources, and Stitcher then delivers the audio feeds to their phone as a single, regularly updating radio station. Stitcher also helps users discover new content on a variety of topics–including business, sports, politics, entertainment, and current events–by recommending additional programs based on the shows users have in their feeds. A single radio station can include programming as diverse as Fox Headline News, NPR’s Fresh Air, TechCrunch Headlines, Onion Radio News, and E!’s Hollywood Rap Up.

“Stitcher is transforming the way we all consume news, talk radio, pod casts,” said Bob Kagle, general partner at Benchmark Capital. “Noah and his team are building a platform that will deliver the personalized experience consumers currently enjoy for music to the broader world of audio programming. We’re thrilled to join the Stitcher revolution.”

The first approach uses a feature called Boot Camp that comes free on every new Mac. Using Boot Camp, the entire Mac is turned into a Windows PC, with the full capabilities and speed of a standard Windows machine. No trace of the Mac operating system is left running. The downside is that you can’t run Windows and Mac programs side by side.

The second approach uses one of two third-party programs to create a virtual Windows PC inside your Mac. This faux Windows machine runs at normal speeds and can operate simultaneously with the Mac’s own operating system. Programs native to each operating system can run side by side. The downside is that, because Windows doesn’t get complete control of the computer’s hardware, it isn’t quite as fast as in Boot Camp, and a few of its functions, like 3D graphics, don’t work as well.

This latter method is enabled by two excellent, closely matched $80 programs: Parallels, from a Swiss-based company of the same name, and Fusion, from VMWare, a U.S. company. It is Fusion that just got better, because VMWare just issued version 2.0 of the product with lots of new features, some of which let it catch up to the older Parallels and some of which push it ahead.

I’ve been testing Fusion 2.0 for a couple of weeks on two different Macs, and using it to run both Windows XP and Windows Vista. My verdict is that while you won’t go wrong with Parallels, Fusion edges it out as the better product.

The new Fusion 2.0 is a free upgrade for owners of version 1.0. It can be obtained at vmware.com/mac and at various retailers.

Like Boot Camp and Parallels, Fusion requires you to obtain and install a fresh, boxed, full version of Windows on your Mac. But once you’ve done that, your Mac becomes two computers in one. If you need to run programs that are available only on Windows, you can do so with ease.

For instance, as I write this column on a MacBook pro laptop, using a Macintosh word processor, I am using Fusion 2.0 to simultaneously run Google’s new Chrome browser, which is so far available for Windows only. I can switch between the two with a couple of keystrokes and copy text from one to the other.

Like Parallels, Fusion allows you to run Windows programs in one of three ways. You can see the entire Windows desktop, with Windows programs running within it, inside its own window on your Mac. Or, using a feature called “Unity,” each Windows program can float free, as if it were just another Mac program, with the Windows desktop invisible. If you minimize a Windows program, it disappears into an icon in the Mac’s Dock, just as Mac programs do.

Finally, you can devote the entire screen to the Windows desktop and hide the Mac operating system entirely.

Parallels can also do these things. Both programs can now also “mirror” your most common Windows and Mac file folders so that, for instance, all of the files in your Mac’s Pictures folder also appear in the My Pictures folder in Windows XP. This is a new addition to Fusion, as is the ability to take multiple “snapshots” of your Windows virtual machine, so if something goes wrong, you can roll back to a previous state when things were stable.

But Fusion has some other features Parallels lacks. For example, it allows you to automatically take those protective snapshots at timed intervals. It also permits you to completely customize keyboard commands so that the same common key combinations work in both Windows and Mac programs. It allows the faux Windows machine to take full advantage of multiple monitors, if you have them.

Fusion also uses a more modern and capable version of the proprietary 3-D graphics system in Windows, called DirectX. That means some Windows-only games and other programs that won’t work in Parallels will work in Fusion. I successfully tested two such programs, both from Microsoft: Worldwide Telescope and Photosynth.

And, in my experience, Fusion is a bit faster than Parallels. Both programs put a strain on your Mac when performing major tasks, like starting up or shutting down Windows. But Fusion seems to affect the Mac less. And, unlike Parallels, it can make Windows quicker by optionally assigning it control of the multiple “cores” in most modern processor chips.

Fusion also offers a one-year free subscription to Windows security software, while Parallels offers only a six-month subscription.

However, Fusion has its limits. Like Parallels, it cannot run the 3-D visual effects in Windows Vista. And, in my tests, it wouldn’t allow Windows running on one of my Macs to use the printer that was configured on the Mac, although that feature did work on my other test Mac.

In my view, Fusion is now the better choice for running Windows on a Mac virtually.

Find all of Walt Mossberg’s columns and videos online, free, at the All Things Digital Web site, walt.allthingsd.com.

Write to Walt Mossberg at mossberg@wsj.com