That is actually a limited site, the other one I have isn't visible without a login and that has many more features. There is so much you can do with this framework.
With the XML you can change the look and feel, but I'm not sure you can change how the link is rendered. If you want, I can take a look at your XML package and see if there is anything I can see.
...Actually, when you said XML package that brought to mind a something. It probably is your package. Make sure that you have disable-output-escaping set to yet on the aspdnsf:LookupProductImage command.
Code:
<xsl:value-of select="aspdnsf:LookupProductImage(ProductID, ImageFilenameOverride, SKU, 'medium', 0, $AltText)" disable-output-escaping="yes" />