Great interview.

I can attest to Adii's statement about the average Woo user as I'm one. I spent 2 solid weeks researching and trying different themes before I settled on Woo and couldn't be happier. I had tried using the framework with child themes route before and while I think that route is awesome if you have the time and skills, after nearly pulling my hair out over simple .php changes I realized that I just didn't have the coding skills or time to learn them.

I came to the conclusion that it's best for me to choose a company offering well-designed themes with excellent support. WooThemes fits that perfectly. It's not too hard to learn enough CSS to change small things to customize the themes, especially with the support forums.

The community that Woo builds is really quite awesome. From using Twitter to blog posts and showdowns, they develop a relationship with their users and they listen!