Some more thoughts as I'm clicking through:

- You have a "Get Started" button on the home page that takes me to a 37signals-ish price selector. Fine. But then you have the exact same "Get Started" button below each rank. Now I'm confused. Haven't I already started? I expect a "Select" button or something.

- The process image suggests that after step 3 is step 1. On reflection I think I get it (that I'll like your service enough to convert another book/article), but it's kind of confusing.

- One thing I don't fully understand: do you just convert the files and hand me an ePUB/MOBI/PDF, or do you also submit those files to iTunes/Kindle? To the inexperienced, it kind of looks like you do literally all the work for me.