Well, it's run by a former pastor. Here's how he describes his website:
Angenent sees the site, which contains no nudity, pornographic images, or offensive language, as a safe space for Christians to make these purchases. He doesn't offer whips or other fetish items, Der Spiegel reports, but not because he finds anything wrong with them: He just doesn't want to shock the Christian community.
I remember a mini-dust up when I was living in Sheboygan and a brick and mortar store with similar product opened. I did it as a topic on my show and I learned a lot of married Christian couples use "aids" in their sex life, including pornographic movies. And I've known several pastors who believe that God has few rules when it comes to how a committed married couple expresses their love for one another.