When Travis gets his site running, which he is obviously doing the right way and not half asping it, I feel it will be a game changer. I have never met a finer more straight up shop owner. He is a pleasure to deal with and his prices are always great.
As 'good' as an online store may be financially for him, quality of life may go the opposite way. He has some great help in there but I think he will need to hire a dedicated web deal guy to ensure his sanity remains in tact.
Money isn't everything, it helps, but he seems like a smart man. He will launch it when the site is right, when he is ready for possibly a huge change in how his business will need to be ran to keep upto the increase in business.
Good things take time. When it does finally launch everyone will be happy until then call. If your worried about your phone bill, or cheap like I am, ask if he will call you back. Odd request but no shame in it. If it gets him a sale or 100 his phone bill will be quite cheap when the smoke clears.