Dick Smith is having an Xbox One sale apparently. And, yes. You're right to be cynical.
Dick Smith has a history of not-quite-so-great video game sales. There was the in-store game sale that was brutally mismanaged, there was the Wii U sale when Dick Smith had a ludicrously small amount of Wii U consoles in stock.
This Xbox One sale, however, is online only. And having just gone through the process (without actually clicking through to buy one) it appears as though it is fairly legitimate.
If you want one, it seems like Dick Smith will sell you an Xbox One, with free delivery, for $538.20. A pretty good price.