I just had a chance to peruse their website and just looked at their "About Us" section and they were nice enough to share their business model regarding the justification for starting this new website instead of selling on eBay.
"Over the past year or so, we feel that eBay has made some significantly negative changes to it's business model, affecting both buyers and sellers. Specifically, eBay continues to increase its fees while providing less product and service. Additionally, eBay continues to make it more difficult on smaller sellers and on all buyers with increasingly oppressive rules and policies. It became impossible for us to justify the cost and restrictions of selling on eBay."
http://www.baseballcardsusa.com/aboutus.htm
I wonder what "oppressive rules and policies" they were referring to?