Ed, just wanted to comment here that I placed my first order from your store today. My best online HBS experience yet. Got shipping confirmation with tracking a few hours after placing the order.
I had an idea for your site, that I think would be cool. If the brew builder could import BeerXML files, that would be sweet.
The way I would envision it is a 'recipe import' option. Customer uploads BeerXML file. Parse the ingredients out, and show customer a screen which allows them to choose specific products you carry for each ingredient (i.e. there might be a few options for 2-row, etc). Anything you can't mach up, indicate it on this page. Have botton to add all to shopping cart.
I don't know if it is something you will implement, but I'd love to be able to export my BeerSmith recipes, and upload straight to your store for easy ordering.
Cheers!
P.S.
Here's the BeerXML file for the recipe I ordered grain for today if you want to show something to your web guys to see if they can implement it.