The burger that Chaze got looks a lot better than the stock photo they put up I think. Doesn't the one from their website make the patty look more like sausage than a good loose patty? The one you got looks like it was handled a lot less, which in my opinion is a really good thing.
And Bill, what do do you braise the short ribs in? A soy, Worcestershire, tomato or other sauce before you shred it? I've never braised short ribs, only cut off all the meat and added it to my burger grinds for all that extra fat.