I have ordered from HG twice, once prior to the new website and during the holiday sale. I spent more than I intended during the sale because I found the pricing way below my perceived value. I seems this was true for many others as well.
Applying laws of supply and demand, one option for HG may be less aggressive discounts. More profit from fewer orders would allow Adam and Jenny the opportunity to provide better service to those who value their products most.
Perhaps I'd own a lesser tarp or one less quilt if their prices were higher. But, I feel my HG products were worth the wait and worth more than I paid.
That said, I am certain that growing their business is a learning experience. I hope they take advantage of this feedback.