This site is differs from XXXChurch in a crucial way: while XXXChurch is a Christian site that prosyletizes to people who engage in sex (especially the porn industry), Wholly Love is a geniune distributor of sex toys, devices, products, and what have you. The trick is, they're trying to show the world that sex is a glorious gift from God, rather than an evil sin – so why not have fun with this great gift? I'll say this: If this attitude had been prevalent in the mainstream when Christianity took over Europe, we might be seeing a lot less hardship and suffering today.
The site encourages marriage and relationships between married couples. They even have an online "Community Advice" column that uses Biblical quotes to provide examples on how a marriage can stay strong and close.