I like it, simple and easy to navigate. I'm more suspicious of companies that spend more time on their websites than they do on their products and customer service.
That's a fair sentiment. But from my own perspective, having looked at the websites of many other pickup makers, it isn't nearly as intuitive or informative as other pickup manufacturers' websites. Presumably, that's their competition.
The website, any website for any company such as that, is a window into the soul of a company, so to speak. It's not as important for companies that have a presence in other media (TV, radio, print), or that have a large customer base, because information on that company or their products is readily available elsewhere.
I have, in the past, made some just-for-the-hell-of-it pickup purchases. At the price point, I was thinking about buying a set. The website persuaded me not to. I speak only for myself, but that is one sale they lost because of their website. Maybe they've made that calculation that investing in a website isn't worth it to them, and losing the odd sale because of it is a trade-off they're willing to make. I suspect it's more likely that the website is an afterthought, or maybe they got a family member or friend to do for cheap. Or something.
I'm not interested in criticizing anybody just for the sake of criticizing them. I hope they make a good product, and I wish them success if they do. And perhaps I'll reconsider buying some of their pickups sometime.