Hmm... I think these are the same guys that ran the bitcominers scam, see
https://bitcointalk.org/index.php?topic=399608.0The site and ideas are very similar. "Genuine" looking pics here and there, free shipping on hardware, selling hardware under original price and that's not even out yet (Butterfly Monarchs, right?!), cloud mining offers for absolute (too) great prices, and I can continue with more similarities