My comments are made in general terms as I have never had any dealings with the business in question and cannot comment upon the details, however the subject of the thread has raised some interesting questions.
For any online dealer (in anything) reputation is of the utmost importance. No company can get EVERYTHING right ALL of the time, but when you do get it wrong then communication is the answer. Customers are usually happy if they know what is going on. Stonewalling is probably the worst thing you can do because this generates uncertainty and suspicion, and that causes discussion threads such as this one.
There seems to be a proliferation of on-line magic dealers at the moment and the vast majority are merely supplying tricks from magic wholesalers - the sort of stuff that you can buy on thousands of other magic dealers websites. This means that they are in direct competition with every other magic dealer selling the same stuff. So to compete they have to be the 'cheapest' or the 'quickest' or both!
So how do they make money? Well one way is by keeping a very small stock and ordering on a 'just in time basis' as someone has already said:
Some magic dealers simply put in every item their wholesalers supply and don't keep much, if any stock. Then when you order products they only then order from their wholesaler.
Imagine the cost of having say 10 of each 500 product items is your store room, some of which will be slow sellers!
Some are 'hobby' dealers who like to be known as a 'magic dealer' down their local club and they don't care if they make money.
Anyone can set up as a magic dealer, anyone can set up a PayPal account to take money over the internet. All you need to do is produce a website and buy some stuff from any of the magic wholesalers. What do these people do for the magic community?
Look around for the magic dealers and MANUFACTURERS who have been around for a few years. Look for the ones who actually invent and produce their own effects such as Mark Leveridge or Stephen Tucker, to name but two. They are real magicians with magical brains who produce their own stuff as well as retailing 'brought in' effects. They also go out to magic clubs and lecture and teach magic. These are the sort of magic dealers worth their weight in gold to the magic community. They put a lot into magic and don't just take out from it.
Buying stuff, any stuff that is not just magic, is not just about the price (you can charge what you like if you can't actually supply the item), it is about so much more than that. The experience of buying is all about building up a relationship between client and seller and getting something at a price that you are happy to pay. You want to feel valued as a customer, you most certainly do not want to feel ignored.
Happy customers are any businesses best advert and no business who does not communicate when things inevitably go wrong will have happy customers.
I once read some advice in a 'business book' from the USA - 'Promise less than you can deliver then deliver more than you promised'. That has served me very well indeed over the years.
Keith Hart