Beck prefaces his spots for GoldLine with the phrase, "I was a customer of their's long before they became a sponsor of my show." But, in the general context of his show when he suggests buying gold, stocking up on groceries and leaning on God, he doesn't suggest that you go to GoldLine to make the purchase. He doesn't recommend going to Albertson's for your groceries, either, but they have been a sponsor in some of his markets. Neither does he say you should join the Mormon church, though he ofton speaks about his Mormon faith.
Finally, while I think GB is a little theatrical and somewhat eccentric for my personal taste, methinks this is another liberal red herring raised to disparage those on the right who are trying to say, "Wake up, America." His message is sound. But, I would add another "G" to the equation: Guns, Gold, Groceries, God.