I disagree, they are not firemouths. They are a west african Tilapia species, but there are several that look like that exact one. Not sure which exact Tilapia, but it's deffinately one. It even has the classic tilapia spot in the dorsal fin. And the mouth shape isn't right for a firemouth.
There are some Astatotilapia Burtoni sp that are extremely colorful but very aggressive. Dunno how expensive they are but they are cool in an african cichlid setting.