In all honesty, that site seems just a little amateurish to me. To his credit, he's putting up some useful reviews and information, but his writing style doesn't appeal to me. And that video he did for that Shift women's jacket started off weird to me. Why did he have to hold the camera and point it at himself? He couldn't get a tripod? Or even rest it on a counter? He could have even left the camera pointing at the girl and talked behind the camera.
Anyway, sorry, I'm done ranting. The site does have potential.