Well... in this case it's a gift from Ryan as he assesses the positives and negatives of a given website. Did you look at the site and read his remarks?
As website owners, we're all a little to 'close' to our sites (me included) to really 'see' what visitors and search engines 'see'.
It's like having secret shoppers call or visit your store. They tell you where you excel and where improvement could lead to more sales (and in some cases, lots more sales.)
Honestly, most florists don't want to hear about the opportunities for improvement ~ and avoid reviews because hearing a critique can hurt the ego.
Really, it's like having your design work honestly judged by a national champ - in front of a bunch of other people.
Ryan, being a pro, talks about both the good and the 'try and work on it' aspects of a site. A real pro-tique (instead of just a critique).