Ask HN: Viable business behind single, better-mousetrap product?

I see little problems everywhere that could be solved by a single, more well-designed product (ex: airplane neck pillow that doesn't suck).

Any examples or thoughts on a successful model for selling such a product on the web? I'd rather sell it directly to consumers than distribute it to online retailers. I'd consider >10k units a big success.

Is direct response the only way to go for this type of product? At least some of my ideas are more sophisticated than the snuggie.