Phil, looking at the demo. I can only say well Fuc*ing done mate.
Not only does it look professional, it's smooth. Very smooth. (And that's in IE)!
It feels like a site I would trust, it's clean and easy to use. Not only that the add ons and such are just pure awesome.
Once I get a new one page checkout sorted I'll be such a happy guy. It's everything I've wanted, and then some.
I did however find a slight issue on the contact us page. (Submit button is cropped)
Can't wait to purchase and see what I can do with it seriously!