GoCoffeeGo provides a nice buying experience, and their customer service is very responsive. I'm not wild about how reviews are handled there, though. Customers are welcome to review the coffees they buy, but the reviews are curated, essentially, with staff picking one every month or so to be published as a "member's pick." The rest are read but go unpublished. In comparison, ROASTe did more to encourage reviews, comments, and blog posts, allowing for some cool interaction between coffee lovers and even a few chatty roasters. And, of course, ROASTe offered gear in addition to coffee. Seemed as if their goal *was*, indeed, broad, i.e. to be people's one-stop shop for all things coffee.
For someone who loves variety, like I do, a middle man such as GoCoffeeGo or ROASTe is often helpful. You can save $$ on shipping, for example, compared to ordering from individual roasters. And if a family member wants to buy you a coffee-related gift but doesn't know which coffee you'd prefer, it's easy for them to pick up a gift certificate that's sure to please.
"It's not anecdotal evidence, it's artisanal data." -Matt Yglesias