I found it a few months back during one of my random, "I should get a sex toy!" moments I've had for the past year or so. I would get the urge to buy one, then I'd get overwhelmed with all the different choices (batteries, rechargeable, plastic, jelly, silicone, glass...) that I would give up for a while.
Of all the sites I found during my search for a toy shop online, this was the only one I felt the desire to come back to when I finally became determined to buy a toy. The others... just didn't seem very discreet to me in any way.
So I spent the past week and a half looking over things, and when I noticed the forums full of people so devoted to this place, I finally took the plunge and ordered.