Maybe they are just subsidizing the purchase to promote their site? Like Bing cashback?
It's very likely. The 30% off most likely come from Bootic as marketing expense to generate name recognition. They just pay full price from B&H etc and re-sell it at a discount. (Nikon can't prevent someone willing to take a loss to sell to another person).
The name "Eric Barbier" mentioned by someone is actually the CEO for the company. You can find his profile on the LinkedIn.
I wish I had pull the trigger on the flash yesterday.