Themeisle should focus on their terrible customer support. I had an extremely straightforward refund (theme was removed from site) and it took 10 days to get the refund correctly applied.

During that time I was monitoring their twitter and looking at what other people's issues were...most of us in the same boat. Needed refunds and repeatedly being told day after day that help was "coming soon ™."

Themeisle's terrible CS system (it's woefully obvious that it's understaffed and poorly trained) is the sole reason I'd never consider any theme from there.

I for one gladly welcome Automatic venturing into the theme marketplace. At least it will be run professionally.