The site itself is a bit weird. Most of the content looks like it's loaded in via AJAX, and on a slower connection it's pretty jarring. Clicking on "See All" initially shows the "About Us" section of the page, which caused me to think I clicked the wrong link, and went back. It wasn't until I clicked it again that I noticed what was going on. At least throw some kind of AJAX spinner/placeholder or indicator that the page content is still loading.
Cool idea though.