At furniture store Domain, purchases of a settee, dubbed the "chofa" by Queer Eye (because it's a chair and a sofa), have climbed to 150 per month from fewer than 40. The company projects chofa revenue of $ 1 million in 2004. "It's the most amazing marketing vehicle that Domain has ever been able to do," says CEO Judy George. "And it wasn't even our idea."

To keep the Fab 5's handiwork intact, "no one's allowed in the living room — only adults," says Zalta, flopping down on his favorite piece of furniture, the "chofa" — a cross between a chair and sofa.

Visiting the housewares emporium Domain, Queer Eye's interior designer, Thom Filicia, got excited about the store's red Victoria settee ($ 3,099) and dubbed it a "chofa" (bigger than a chair, smaller than a sofa).