Lots of referral sites have "bargains" that are anything but..... I suspect they're sham sites or rate based on how much a vendor pays.
This site lists impartial - and in my experience, accurate - reviews. The seem to make an effort to root out fake positives - and link the scam places operating under different names so you get a clearer picture
http://www.resellerratings.com/rlist-s1-n2.html
I've bought from ePhotoCraft in VA, Norman Camera in Mich and others after checking them out here - never been disappointed.
Some other places with mixed reviews (Tristate, Abe's of Maine) have been OK but that's with the understanding that something is gray market.... (and a willingness to pay to get something hard to meet a time-sensitive need)........
If you think something is too good to be true, it usually is - and if it's in NYC, particularly Brooklyn, you can usually bet on it..... there are a bunch of scam artists using a ton of different names - all with the same MO........ bait and switch at best to outright fraud at worst.
and IMO, the big legit NYC stores -
B&H, J&R etc - are a bit pricey if you have to deal with NYC tax, and while they're OK most of the time, watch out for bad stuff put back on the shelf....... My experience has been that the big places simply don't seem to care all that much - smaller places (brick and mortar with a web presence) have been much more responsive