The gist of the piece is that Alexander is trying to provide a service for Orthodox couples--Benmeleh writes that "ultra-Orthodox women who grew up secular often come to him hoping he'll encourage their husbands to go the extra distance between the sheets," treating him as a kind of go-between, bridging the frequently restrictive world of observant Judaism with very distinct attitudes toward sex which, if not secular necessarily, at least place a higher emphasis on pleasure and sensuality.
It's a crucial service too, since Better2gether often also functions as a sort of rudimentary sex education for people who have no experience with what they're supposed to with their bodies. In fact, Benmeleh notes, some Orthodox couples seek fertility treatment, not knowing how sex works in the slightest -- the women "appeared to still be virgins."
Looking through the Better2gether site is, in many ways, embarrassing. It's full of painfully plain language explaining how hard a dick is supposed to be, blunt and crudely positioned on a somewhat poorly-designed site intended for the use of fully grown adults, and they convey a strong sense that the reader does not want it to be known that they're reading. (Subheadings take the form "Questions Men Want To Ask,""Questions Women Want To Ask," and so on, trying to give a voice to unformulated concerns.) It's like basic-cable ads for slightly more lurid sex stores -- the entrance is always, wink wink, in the back.
And there is a whole market of religious sex toy shops -- all of which, even across different major religions, read very similarly. Practically all of them justify their existence like the Christian sex toy retailers Covenant Spice, which advertises its products as having been "extensively researched and scrutinized to ensure it is in classy nudity-free packaging and designed to be used together by husbands and wives." Sites like Married Dance refer to the validating power of The Marriage Bed ("Offering scripturally based, scientifically accurate information on sexuality since 1997!") or assert their own qualifications, like the "Shariah compliant," "sensual arabica retailers" El Asira.
Without trying to provide an overarching theory of religious sex stores (let's leave that to the grad students), it does seem like there is a lot of interesting stuff to think about here, that might raise bigger questions than just the confusion or curiosity or humor value of Better2gether's existence.
They all appear to be about defining proper use, prescribing when it is and is not okay to use objects that enhance their enjoyment of sex. As the Better2gether site puts it, "Couples should feel comfortable to use sex toys to enhance their love lives without having to bring images of complete strangers into their experience." Sex is for you and your partner (and also religious authorities, assuming they're cool with it), hinting at one of the plausible benefits of taking this sort of position toward sex -- permission is sexy, as is the right kind of privacy.