You are correct BennBoo - it is another Etsy tool.
To have complete control, you need your own site with your own host - but then you don't get any of the support. I have a standalone site www.metzlislight.com and I don't get as much traffic as I do here BUT 50% of customers who visit me, make a purchase. I believe it's because Etsy brings me eyes, but my site caters to customers I already have.
What I do like about Etsy tools is that they are designed to get people to buy - Etsy wants to help me get sales and I appreciate that.