I honestly think it's real. If you visit their site, it all looks pretty legit. All the "rare" fish pics are the same in terms of camera used, size, environment etc. Plus, the payment options like credit card would allow a retraction of the payment if it were a scam. In other words, if you never received the fish, you could call your CC company and have them yank the funds. Same with Paypal.
That's assuming you'd want to pay 11k for a fish.
Where's the dude that got the snow on here for $25??? He should see that. I think his is a LOT nicer than this one.