Seems like a tradeoff. If they put more attention into the "experience," the lights might be $40 more. I like saving money, so the rough-around-the-edges experience is ok with me.
I've always compared A51 (or EH/Jeff) to the Seinfeld "soup nazi." If you want to make suggestions to the chef, you'll likely be told "no soup for you." He has plenty of people waiting in line. It's just a choice which line you choose to stand in. Personally, I don't want to tick off the chef. I don't want to be George Costanza, running around trying to find someone to buy a bowl of soup for me.
I wish they had a blog feature on their web site so Jeff could communicate more to his customers about the latest happenings, changes to the way they do things, etc. They could even turn off comments if their afraid a few pissy customers will drag them into time-wasting flame wars. Just one-way communication would be great.
(I'd suggest they change their DNS entry for a51led.com to point to a51led.net. There's no reason for the .com domain to sit with an old storefront, contributing to consumer confusion. There's no reason for it to be "parked" with a disclaimer that people should go to the other side. That's what DNS is for. It should be transparent, as many domain names as they'd like to have, all going to the same web host.).