It's not that it's a faked image, it's just in a demo store where they setup/design new product displays, and then they take pictures of those to send out to other stores, to show them how to do it.
I'm betting that's going to be the real price. They could have easily just left the sign blank, as it's not crucial to the setup. I think we can bank on $539 for the Wi-Fi Xoom from Sam's Club.
Now we just need a release date.