They've "been around" for a while. As you can see their
vimeo video was posted on july 9th.
They're even one of the options in the genesis block profitability calculator. Unfortunately, they have one of the worst ROIs. No need to scam people at prices like that, it's way more then enough to profitably build Avalons.
Also, they, along with everyone else, would not have gotten their chips yet.