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Yeah, they are claiming 3 million SHU and using a picture associated with Ed Currie's pepper. So it seems like they are strongly implying that this is
the Pepper X. And since Ed has still not released any seeds for his pepper, I would be highly dubious of any other vendors that are selling seeds for it. It gives me the impression that they are just trying to use the publicity for Pepper X to make a quick buck selling fake seeds to folks who don't know any better.
 I think that you are right to be leery of these guys. Stick with the reputable seed vendors.
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Edit:
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On further inspection, I noticed that the layout of their website reminded me of Park Seed's site. Sure enough, Urban Farmer lifted a lot of their photos and content from Park Seed. Like this one, where they just cut off the "Exclusive" tag and recycled the photo:Â
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https://parkseed.com/petite-colour-blend-hybrid-pepper-seeds/p/52510-PK-P1/
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https://www.ufseeds.com/product/petite-mix-bell-pepper-seeds/
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This all seems pretty sketchy to me. I would steer clear of these guys.
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