It's a very standardised format that some drop shippers use to make their money. They know very well that their products are priced as such they will not be big sellers, so to generate income they charge people for what they call their premium service where you get genuine wholesale prices.
Of course you get nothing of the sort, and they get your $40.00 or whatever amount it happens to be.
Is it a scam, not sure I would call it a scam even though some walk a very fine line, but I would call it a complete sham. It's just a money making venture on their behalf filled with false promises and fake guarantees, but that seems to be the norm for the internet these days!
Everyone is looking to make easy money, and most make it of those looking to make easy money, think about it!