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@Velocio
Ah... got it.
They don't sell no-name rubbish, that just happened to be the first thing I looked at.
What they do is bring in a feed of all fixed gear related stuff from eBay, list it as if they are selling it, and then when you click an item it links through to eBay but they (buy a fixie) get an affiliates fee for the referral.
So the site is based around using automated feeds to populate itself (zero effort) and then taking an affiliates fee for every eBay item sold as a result of clicking through.
Genius!