May be the best thing since sliced bread, but a web page with no detailed descriptions, no pictures, nada... Yeast maybe, but would you buy "Wort Chiller 25 ft. Coil" sight unseen?
I'm sure this is a bricks and mortar LHBS (Agway) that branched out to the internets, but didn't do a very good job of it.
I started an e-commerce store (no way relating to homebrewing) and I spent 6 months in development learning php and customizing a open source shopping cart software. It ain't easy. I'm still tweaking years later and it's not half as good as other e-stores I've seen online.
That said, the owner of this store can't expect many web sales from this e-storefront.
If I could Simon Cowell for a moment.. "It's pathetic".