Lil Grizz says he can custom make just about any hat you wish, just send him a photo and description. I have not tested him on this, however I do hat a hat in mind once I have the funds again - nothing 'custom' comes cheap these days.
Personally I think the reason he has no Shopping Cart on his Web Page is because he himself is not tech savvy. By using Etsy he can let them handle all credit card processing and he just focuses on fulfilling orders, he probably has no one in the family tech savvy to deal with it and to hire someone would cost more then what Etsy takes for their cut.
Further by not dealing with a personal e-mail through his Web Page again he already has Chat on Facebook (where he is very active) and an Etsy address....I know all too well the hassle of trying to keep up with more then three or four methods of communication.
Sure he could satisfy more people by utilizing direct access through a personal website, but would not get all the 'visibility' he gets through Etsy and Facebook and at a fraction of the overhead.
I do not know why some have problems with Etsy, nor those with Track of the Wolf or Log Cabin Shop. I do know what I don't like are places that take an order with a "8-12 week" estimated turn around then 7 months later still give excuses or out in out ignore you request for an update status....especially when you give them the benefit of doubt from past dealings.
Lil Grizz, for me, was on schedual and always prompt with replying (unlike another hat maker whom I will Never do business with again...and a leather maker, and a clothing maker - none of which used Etsy as soul form of payment....oh, and refuse PayPal at all costs; I will do without)
