I researched about this website while trying to purchase an unlocked iphone. Their published price was comparebly lower than all the other websites. After reading tens of reviews about the, here is my verdict:
I belive this website is founded by bunch of "dumb as a fox" guys who publicize incredibly low prices for attractive consumer electronic devices. After they get your money they try to purchase the publicized product which is presumably not on their stock on sites like ebay lower than the price they publish. If they can do this they bank on the difference. If not they refund you money.
I guess it is smart in a way but not consumer friendly and ethical. I suggest these guys shall use their creativity in a better way and I am sure they will be more successful.