I would say no - there is another site very similar to this one, where the bats are fake and the prices match. No such thing as a real bargain when it comes to the big brands - if it's a third of the real price then i think it answers whether the bat is genuine or not.
Softs are expensive because they have a chance of maybe coming from the factory or slightly cheaper from the shop next door to the factory
The problem with these types of sites, is that you want to believe you can get a GM Icon LE for £120 - heart says yes, mind says no bloody way!