I've ordered a few odds and ends from them. I don't order more because their website is more about hype than product explanation. This is a common issue with online stores and not unique to them.
These websites have unlimited space to describe their product with text, yet their comunications bevy brainstorm that you only need a few bullets stating the obvious. I attempted to email about this issue to a few places but couldn't send the message without giving my blood type, so their loss. No big whoop.
If I sold expensive brewing gear that was supposedly cutting edge online to a mostly male audience, I'd skip the " imagine how cool you'll be.." stuff and go with hard facts. Lots of facts. I'd also limit my use of acronyms, like FTS, TC, PBW, instead of scatter shooting them at my intended customer who may be new to brewing, or at least new to tri clamps.
But, I didn't get a marketing degree at a fancy NE or West coast school, so what do I know?