I have seen 100s of legit looking places (1000s of not so legit individuals) light up the web with great prices on knives. They all do the same thing which is get a distributor catalog, scan in the pix to their website and then they start selling away on what they think they can order after they make the sale.
Some places are also pretty bold about saying they have things "in stock" consider if a 10,000 item places had one of everything on hand for order and the average cost into the item was $50 - they would have a $500,000 inventory of knives. Think of the space needed to wharehouse that - the insurance and then last of all the margins they seem to operate at.
Well what if two people ordered the same knife or one person ordered two? Then it wouldn't be in stock would it? OK maybe they have 3 of each - 1.5m in inventory? Are they just rich people with big knife collections or is all that running on a credit meter at 8 to 12% monthly? What happens if a new player comes in and takes all the business with good prices? DOes all that money just sit?
It's how the knife business works - new guys pop in all the time with lower margins. They don't do business cheaper than the last guy or have anything different beyond a new reputation. And as I have seen it usually is the last guy with a new name.