Thanks for the feedback. I know I'm definitely guilty of this on the "Which knife should I buy?" page, and I'll be updating it today. Besides that, could you point out other areas that read like this to you? I'm certainly not interested in shaming or sounding aggressively negative.

In response to the name, I'll be selling a wider selection than just knives. The offering looks limited now but it'll soon be expanded to everything necessary to working as a chef, or tools and supplies that would be worth having at home. The emphasis, though, will always be on knives. I know the name doesn't inform anyone that we're selling knives, but I personally like the name and wanted to take the approach of how we name restaurants. Something to suggest the experience.

> Why would I ever want to go through the purchase process if I'm on the fence and see this?

You must not be the target market. They want to sell to people who like knives that don't suck.

I agree. Target should be foodie/ home chef types who are willing to invest in the best. "Our knives are cool" is a better message for them.

That, along with pros, certainly is my target. That's the message that I hope to make clear. Do you have any specific copy that stands out as not saying this?