Apparently the 2% is worth it to some buyers. The price is set by MTGOX so there really is only transfer of cost to the extent that bitcoin-broker affects the MTGOX published price. In other words, not much until some effective arbitraging occurs. It is a cost to the BTC buyer though.
It is rather difficult at the moment to convert cash in hand to/from bitcoins in a way that is fast, easy, and cheap. All the methods I've seen so far have at least one downside. 2% certainly falls in the cheap side compared to alternatives like BitInstant ($4 + 4% to buy BTC, something insane to withdraw cash). If I understand what this company is doing, they're effectively acting as an escrow firm with a Web interface. There's no need for verification or even any real ID. I imagine you could sign up with a fake name if you really wanted to stay anonymous. That's pretty easy to understand and manage -- or it will be when they work out the kinks on their site. And it looks like trades are clearing in a day when they have stock, which is also pretty fast compared to other options that require several days to verify.I'm not willing to endorse them wholeheartedly yet, as the crux of their business lies in whether you trust them to act as escrow. (My transaction hasn't gone through yet as they've run out of bitcoins.
) But what I've seen so far is promising, if distinctly amateur. This has the potential to become something big once they smooth out and get a decent clientele lined up. 
