Just bought this in store today. They only had the display model available, so they think that may be why the price is so cheap. There is no mention of this on the website however, so perhaps they will honour other purchases. If not, you may be able to price match it elsewhere.
The camera gets generally decent reviews from review sites, but the ones on Amazon paint a very different picture. Apparently, Panasonic released a firmware update that resolved any soft focus issues, so those reviews are probably no longer relevant.
It may also be worth noting that they have spelled the name wrong as "Lumic" in the ad, but it is definitely the genuine article.
Even with $10 shipping that's a cracking bargain mate.