I'm with you- some people believe a price mistake etc is a big win for a merchant, if they were a merchant I wonder if they would still say this..
There was a video put out by someone promoting this deal inside Wine by the Case in Crown Heights, and the way he was speaking, it sounded like the store was asking (paying?) him to publicize the deal.
If I had to guess, they upped the prices on the site from what they would usually charge (Isaac's Ram was $45 a bottle on postmates, IINM it's $35 in store usually).