This advice comes from Steve Simmons at View Camera Magazine, seems these folks are targeting the niche forums.
The Scam watch site has a pretty good list of internet scams.
“Beware of scams that all too frequently take place on some of the forums. Many times in the last few years a new company will come on, advertize a new product, or promote themselves as the discount supplier of film, paper, etc. These have been small garage companies that ultimately end up taking people’s money and disappearing, and the forum operators and moderators will refuse to take any responsibility for this, even if it has happened previously with the same people and.or company. If their product looks good to you ask them if they have a legitimate third party dealer where you can by their product. If they say no, then avoid them.”