Quite liked the site... but too bright.... tone down the background..... I'd also change the font. A little bit "sharp", I do have a large monitor though.
Seems like all websites are trying to educate the uninitiated, I guess it makes sense if that's your target market.
I think I'd rather go for the seasoned patrons (if your juices are good). Although I've never bought from... the Lords site (to name but one) has a wee bit of mystique about it....
I really have no experience but I would say the develop is the "shiny" side. Once folk graduate from Egos and CE4s they'll go somewhere else, unless you have some shiny exotic drippers (say). The "starter" kits is a one shot deal for most and it's a race to the bottom with all the other vendors.... USP!!!!!
Not sure if that's what you were asking..... probably not so I'll shut up.
In summary Good site, clear, concise if a little too bright.
All the very best, I've booked marked you and will give you a spin in the future. All the very best for making something happen.