Until the recent idea of fabricating custom cases, it was all fairly easy to accomplish stuff, wouldn't even have to have anything in stock. Get an order from a customer, order a system from your supplier, slap a sticker on it and send it to the purchaser. Anybody with a few hundred bucks to start with could get away with that.
I'd hope it'd take more than a graphic snatched off of the internet to start selling an "original" system, hard to believe people would be excited enough to preorder a CyberNet/Eee/etc keyboard PC with a custom case.