Yeah. In my opinion where it really shows is the lack of transparency. For instance, Backwater's FB page just says "...We breed a number of species, including various chameleons, newts, frogs, toads, geckos, skinks, and more!" ...Ok so what does that actually tell anyone? Good breeders are very open and up front, which we all know. Similarly, I've noticed since the advent of Internet businesses, a lot of very small operations try to use little gimmicks to make themselves sound established. Mostly use of the word "we." Also, you'll frequently see a lot of key word stuffing with these guys. In this case "...lowest prices," "...healthiest reptiles and amphibians." etc. Threads like this one are good in exposing a piece of what goes on for hobbyists in general because they work their way into the SEO rankings for a company. It's tricky too though, because like you pointed out they've got 25k likes on the FB page. Odds are there is no way that's 25k customers, but in terms of drop-shipping it obviously "works" enough of the time it goes sadly unnoticed.