From my experience, if you can manage at all not to sell on eBay, you avoid it because the fees have gotten too high. It used to be that if you sold in an eBay Store, fees were much lower than the auction listings. That worked great for me and I'm sure Peluso as well, because my customers mainly sought out my products, so I didn't need to exposure that an auction listing gets.
But when the fee goes to a total of 10% and you are driving all your own business anyway, where is the value in paying that fee?
Good for Peluso, I say!