Crazy business plan

I simply wish to address the adverti*****t put out by this business. How is it possibly a feasible business plan to sell batteries at a 50% discount at a time when demand for the product is escalating? Why is the manufacturer of the batteries not mentioned? Why does this business, which touts itself as SA' largest solar equipment online store, have a "gmail.com" email address? And where is the business (office / warehouse) physically located?