It is not a scam, it is just that these are not very powerful lights. The 36 WS units is about useless unless you use it for accent light. If you put it in a box or an umbrella you pretty much would get the same power as a birthday candle..
The 180 and 135 WS light are somewhat usable for head portraits, maybe full lenght body shots but you wont have much space in between the models and the lights.
The only thing I would use a set like this for would be for product table top photography where you can move the lights.
BTW I am sure these lights do not have any power dials, so if you want to create different contrasts you would have to move the lights, a PITA IMO.....
Look for the Sinar Bron store, they sometimes have great deal on very good equipment, my advice, pass on this you will be throwing away $300.
If you want to learn portraiture, go to Home Depot and buy their reflector lights with clamps for less than $100 (unless of course you are doing color, then you are SOL) practice with that, save your money and once you are good at it, buy a good set of lights.....