CAUTION: Either this is the most amazing internet store for buying new LEGO sets or it is a total scam. The prices are 30% less than anywhere else. I only found it because it was a sponsored link at the bottom of an eBay page.
It seems that it only opened in July. I was afraid to order anything. I read one review on a site called Ripoff Reports and although the person did not actually purchase anything, they reported that it was difficult to verify that there was anything real about the store.
I think retail stores who have a contract to sell LEGO products agree to sell at certain minimum prices until a certain date. I could be making this up, but I have read that there are a lot of rules for opening an independent store which sells LEGO. I’ve only seen one: http://www.thecornertoystore.com/ I’ve actually walked into this store, and its been around for years, so I know its real.