I think this is a good thing for them, and really for anyone looking to move away from the traditional backpacking mentality. The majority of their products are affordable, easily accessible, well made gear that is quite compatible with the UL philosophy. It's not bleeding-edge ultralight, but they don't claim to be trying to fill that niche.
As long as GoLite has the channels to (and is willing to) let their customers feedback on their products, this gives them tremendous ability to respond quickly to consumer desires (2012 Jam shoulder straps, loss of windshirts) and improve their products.
Wandering around their store in CoS and the outlet in Castle Rock, I see a lot of gear that would be stellar if given some tweaks like lighter fabrics or cutting unneeded features.