I’m starting to see more and more sites using the scroll wheel to enhance the user experience by offering more than just scrolling. For example, Suit Supply, an online merchant for men’s suits, uses the same scroll wheel feature as Google Maps: Zoom In and Out. A great feature when you want to get a closer look at the suit material and details.
Toshiba built a gorgeous site to let users browse elements of the site with the scroll wheel. The site is all about creating an emotional connection with products consumers may not necessarily understand. It dimensionalizes them in a way that connects interaction with a very unexpected outcome.
I would like to create an archive of sites that use the scroll wheel for more than just scrolling. If you happen to see any, please post them here.