The site is not gone, it is still there and still accepting orders.

It fully looks like they are open for business and recently started to advertise a new special.  Very recently, people that have been writing negative reviews on their site, have had their reviews deleted.  I checked today and it looks like all the reviews are now gone.

Everyone I think can pretty much assume your money is gone.

I filed a complaint with http://www.actionfraud.police.uk and received an email from them today.  The more people that report, the greater the chances that something may be done and sooner.  If anything, I hope they can quickly act and get the website shut down so further people are not taken in.  It will be interesting to see what will happen, given this is a registered company in the UK.

Interestingly, there is a video on youtube of the CEO, identifying himself by his name and as CEO of the company.
https://www.youtube.com/watch?v=DAjzhILv_TU

Why someone would fully identify himself like this and scam is beyond me.