I agree with everything you are saying Brian. From a business standpoint it is clear that "apistodave" is way out of the loop. There are a few things that small business should be able to provide, one of which is customer service, and within this I believe that communication is key. People support small business often for the simple reason of easy and open communication.
I know I hate it when I am trying to buy something on Ebay and I have to keep contacting the person for obvious information such as when the item was shipped, when it is expected to arrive, etc.
Not that I was going to buy fish online in the first place, as I have plenty of buddies that have worked for Fedex, UPS, and USPS and know what those boxes go through, but this certainly quelled any interest I might have ever had.