I guess so.  It was news to me as well.  Newegg is also doing this.  
A couple years ago I was searching the internet for a place to buy Tannerite (binary explosive for exploding rifle targets).  I was a bit surprised when the best price was on Newegg.  Not just third party tech stuff I guess...
And a side note, got an email 4 weeks ago with an order confirmation on Newegg... only I haven't ordered anything in a while.  My account got hacked and the hacker ordered some stuff with my credit card.  I called and they recommended I delete my account!  Instead I just deleted the stored credit cards and changed my password.