I am going to assume that they are simply using a templated website designed for most businesses that sell products and they have not taylored the website yet to suit their needs in this area because with all the good info they have there and the obvious time and care they put into their dogs I don't think anyone could seriously think that they would just accept payment and ship a puppy without communicating with the purchaser and screening them as a potential forever home for their puppy.
Maybe I am naive, I would be willing to bet that it is simply a method for obtaining payment once the buyer and the breeder have agreed on the fact that a purchase is in the best interests of the puppy.
I will email or call this breeder tomorrow and see what the real story is nd report back on this post. I will ask about the contract too.