But the potent blend of conservative talk and gold sales has brought scrutiny, initially from the political left. U.S. Rep. Anthony Weiner, a New York Democrat, called the relationship between Goldline and the conservative talk shows an "unholy alliance."
"There is an unholy alliance, I call it, between the commentators on Fox News and Fox News' advertising policies to sell ads to these guys," Weiner said. "If you're going to advocate for buying gold, it's certainly your right to do that. But you should tell your viewers there's a dumb way and a smart way to buy gold And very often those advertisements are for a very dumb way to buy gold."
Weiner's congressional office conducted its own investigation into the firm's sales practices and said his complaints about Goldline are not just a matter of politics. Weiner told ABC News that neither the sale of gold nor the promotion on conservative broadcasts is the real problem. The rip off, as he called it, was in Goldline's push to get consumers to buy gold coins instead of pure gold.
"Once they get people on the phone, they basically steer them into these so-called collectible coins and that's where the rip off becomes really profound," Weiner told ABC News Chief Investigative Correspondent Brian Ross.
"So there's no other value that these coins have because they're unusual or because there's a mistake in them?" Ross asked.
"There's no doubt about it, that there's a whole universe of rare collectible coins and I know nothing about that field," Weiner replied. "Except to say this: Goldline doesn't sell those coins."
Goldline disputes this, saying the company sells "a variety of products ranging from the most common bullion coins to exceptionally rare certified coins."
ABC News interviewed a number of Goldline customers who said they were concerned they had been persuaded to buy gold coins that did not hold the same financial promise of buying pure gold.
One of the customers was 63-year old Joe Kismartin of suburban Detroit. He says what he heard from Beck and elsewhere on TV about gold and the Goldline company made a lot of sense.
"They got the commercials on TV and the way the economy's going I was figuring well, maybe I'll just do it for a little bit, save it for inflation, you know, in case something happens to the economy, it bottoms out and I've got something to fall back on, gold, rather than money," he said.
But Kismartin says he ended up losing almost half of the $5,000 he spent, because, he says, the Goldline salesman pressured him to buy overpriced gold coins, not the gold bullion he had seen in the commercials.
"I wanted to go bullion, I didn't want coins," he said. "I told the gentleman I don't want coins. He said I got the deal here, the special deal, I got Swiss coins. He more or less talked me into buying the coins."
When Kismartin took the coins to a local coin shop, he was told the $5,000 worth of gold coins he bought from Goldline five months earlier was worth just over $2,900, a loss of $2,100. "You know, I'm living month to month, that's a big loss."
Zoanne Martz of Sacramento says the same thing happened to her with Goldline when she was persuaded to buy $13,000 of overpriced Swiss gold coins. Each one priced at $250 dollars.