I've not heard of them, but there may not be any up my way.
Having said that, their breeder/sex/health guarantees seem far better than P@H, so assuming they practice what they preach, they might be ok even for a pet shop. They say they provide birth certificates for their animals so you can trace the breeders; that's very interesting. I have no doubt that there are in fact reasonable, responsible breeders who don't run battery-style rodent farms out there, so being able to tell exactly where that animal has come from, and check them out if you want, is pretty significant in convincing me they MAY be more responsible than other places about sourcing their animals.
If there's one near me I might try and "mystery shop" them some time and see what size cages, etc. they recommend for pigs. They try to set themselves apart from "competitors" who are "happy selling cramped cages and hutches," so I'd be curious if that holds up and if their staff really are knowledgeable.