A question for the Amercian (service) men & women: ever heard of "Semper Finest" ?

[Tellos Athenaios]

Reason I am asking is because I received a rather dodgy e-mail requesting a link exchange with www.europabarbarorum.com to promote their website www.semperfinest.com. Then again, their website doesn't seem to have an obvious “fake” element to it: quite the contrary, in fact.

Which leaves me wondering. Usually when a dodgy SEO type decides to go spam some website admins they link to a minimal website with only minimal functions, and certainly not to something with a store and/or customer service number. The one that got closest was a fake French antiquarian based in Wisconsin who thought that broken French would add to authenticity. This is clearly something else, the blog has actual content on it with the name of one of the authors matching the name of the person who owns the semperfinest.com domain name.

Furthermore the style of the website design fits the combination of “USA”, “prepackaged”, and “budget”. So it could be they went with a budget webdesign & SEO package without knowing that it is delivered through questionable means. Therefore I am inclined to give them the benefit of the doubt and reply directly by mail to the domain owner.

But before I do so, I thought that the Americans (especially the men/women currently in service) on this board might know more. I'd be grateful for your opinion on this site, and in particular whether it is fake or legit.

(PS: SEO stands for Search Engine Optimisation in case you didn't know. Sadly, often this means little more than creative ways to say particular words and their synonyms as often as possible in a given piece of text without being witty or outright (link) spamming.)