If you want to check these folks out further (if only to partially satisfy your curiosity), they have a web site at
www.cybervillage.com/lepicker/
with lots of interesting stuff for sale to dealers at prices I can't afford to pay. (But then, my cheapskate credentials are well established.) By their own estimate, they sell at 30%-50% off [East Coast] retail. And I buy at 70% off Midwest retail, so we've got a big gap there.
Otherwise, their site looks legit, FWIW. But you do raise some interesting questions about their operation, and I'd be fascinated to hear more from them about how they do what they do.
GK
NB: I have no connection whatsoever to these folks and do not advocate that anyone buy or not buy or sell or not sell anything to or from them. So no flames, OK???