I regularly find 3-5 sites that have a "similar appearance" with similar products and pricing...if not exact.
I'm pretty sure they're multiple storefronts. Makes sense, its cheap to do and a lot of people 'shop around' and may not come back to your one-sy site.
One of the first startups I did sold printer sharing devices...this was back when laser printers cost 5000-6000 and up and your only other choice was a $300+ dot matrix printer. We pitched "laser printing for everyone at a dot matrix price" by putting all the PC parallel or serial ports through a switch box with a processor and a big bunch of buffer memory.
We figured we'd have customers at a variety of price points. So we set up two shell companies with post office boxes in different places, and had the company that did our sheet metal make up three different boxes (and we ended up buying the sheet metal company and I had to 'manage' that sub business for a year...manufacturing sucks). Our main company sold the product at $1200-1500+ with an impressive and imposing name, included some cheap cables, a nice color manual and a really pretty painted box. The next step down had a somewhat less impressive name, no cables, a thin black and white manual, and an 'industrial' looking but attractive box. And less flashing lights. For $899. The bottom of the ladder was one with a cheesy sounding name, no cables, manual on floppy disk, and a cheap unpainted metal box. No lights. $599. We advertised them through different channels...the expensive one was sold by resellers along with the printers and they liked it as it tripled and quadrupled their printer sales. The cheap one we sold out of the back of Byte magazine. The middle one we ended up OEMing to a bunch of printer companies and eventually made it into an addin card for a number of the larger lasers.
Every one of them had the same board inside, same firmware.
I could have a printer manufacturer, a printer reseller, a 3rd party reseller, and my own low end direct sales selling the same product to the same customer and none of them even had a clue...
What cracked me up was when a magazine or other outfit would review several of the products and give them different scores or prefer one over the other... :
In todays world, I'd have had a web page and 'address' in every state to sell the low end and middle models, so everyone would feel good about buying from a "local company". Probably would have had two or three per state...one to pitch to PC users, one for mac and one for other stuff like linux. Buying a printer share from a local company that caters to the mac?