It's most likely a scam. Prior to this website there was another one FirstCameras.net..
It's talked about on the dpreview forums
here.
The FirstCameras.net site no longer works (most likely due to scammed people complaining), but if you go to the CameraAct.com specials page, it has the same things as those mentioned in that thread.
[EDIT 1]
Oh, and in an attempt to look legit, the scammer put up supposed awards the site has won for best online retailer. Unfortunately, a quick google search will reveal that the awards don't exist. Not surprising since if they put real awards that people might recognise, then they'd be caught out easily. Well - they're easily caught out this way too!
[EDIT 2]
Another thing - if you look up the contact address on Google Maps, and verify via street view, you'll see that 130 Finchley Road is occupied by Phoenix - a real estate and property business.
So, scam sites that look legit with so much information and details are actually easy to determine if fake or not through simple Googling. Because they have details that can be crosschecked with, well, the real world. Simple enough.
Last edited by Vylen; 05-03-2011 at 05:10 AM.