...they don't even identify themselves in their 'about us' section. Pretty ridiculous in this day and age. That's really a very shady business practice IMHO. Paying a little more to a more known entity makes more sense to most people.
While cnet has this tv listed in the mid 4000's I have located a site that sells this at a much lower price ($2600). Check it out.
Pioneer PRO-111FD 50" Class (49.8'' Diagonal) High-Definition 1080p Elite