They are probably selling chips that came off of OEM trays.
btw who said it was going to be $480 for the i7-5775C? That's insane if true.
That does seem pretty excessive. It's obviously not an off the shelf part but the list release price of the 4770R was only $392 VS $339 for the 4770k. Sub-$400 might be justifiable, but not almost $500.