reloadingoutdoor.com is a house in a residential area
1106 N Parkside drive, peoria, il
It looks completely bogus to me.

Thanks to the internet, many conduct business from their homes, and would or could fit your description of "bogus", but are very legitimate and successful people doing so from their homes. In fact, many if not most, large companies got a start selling product from home. As examples, Lee six, of Six Enterprises to Steve Jobs and Steve Wozniak of Apple, and shade tree mechanics world wide. Selling product from ones home helps eliminate the biggest business killer, overhead. This is not to say that the dubious or bogus do not exist, as they most assuredly do, but to suggest so, one should hold criticism at bay until sure. If not sure, simply go elsewhere, or as some did, stick your neck out and buy Apple stock, or wish they had!!! If legitimate, certainly good prices on primers.

Rkba2nd all so very True !! 
Including how Amazon also got started. 
Might be a risk? but there is also no overhead, workman's compensation, no employees or none required insurance policies involved. 
Has anyone been able to find any comments?
All the gentleman really needs is a business license, a licence to buy and probably just a re-sale number for his local tax purposes. 
And he possibly also had to apply for a fictious business name that also had to be posted in his local newspaper and had to be approved.
And he can probably also buy them at wholesale prices. 
I myself have also done the same while working out of my home but it was also not shooting related. 

If the more you learn about this business, the more it looks to you like it would be wise to shop elsewhere, then that is what you should do.