Well, it looks quite realistic. But when you point to any of the links at the top of the page such as "Gossip", you see that it links back to the page you are on, and when you click, you don't go to another page.
Another clue is the fact that when you go to leave, there is a pop up ad urging you to take advantage of their free trial today.
Clue #3: If you scroll way down to the bottom of the page and read the fine print under "Terms and Conditions" you find out that you are signing up to have your credit card billed monthly and that you will be billed for the cost of the kit if you cancel the monthly service. You can't return the kit past 30 days. And it will probably be at least 2 months before you realized that you signed up for a monthly charge.