It is unfortunate that some people are naive enough to bid on this new website auction.
It may have fake stats/traffic+the traffic won't last for more than a few weeks time.
The seller received super seller status even though he doesn't have history of sales or of anything - suspicious.
The seller may have a relation with Flippa and developed the website with their aid(Conspiracy theory but anything can happen

).
Speaking of prank/joke, I believe this all thing is just a prank, played on people with deep pockets.
It is too good to be true, there are too many variables that the bidders didn't consider.
How can he prove that customers were pleased with their orders(The quotes) if the website has just been established?
How does society accept such deliveries, without considering it's moral, ethical and legal aspects?
The domain has been registered on:
Creation Date: 31-dec-2014