Most of the stuff I've bought has been fine. A headset, v brake pads and a few other bits and pieces. He did give me some of the disc brake pads that came from the bad batch. That was a while ago now and I've not heard any problems with the pads since then.
Wheels are reviewed on bikeradar IIRC.
His idea is similar to many other small companies how I see it in that he buys things out of the far east and gets them branded with the superstar logo undercutting the bigger operators. So some of the stuff isn't exclusive to him and other people do sell it with other logos. Sometimes the same price, often much higher. On balance he did dig a big hole for himself on here with his antics.