It has nothing to do with faith in human nature - people who get scammed by stuff like this are, on the whole, wilfully blind to the risks and driven by greed - trying to circumvent the system and to pay less. The old adage "if it's too good to be true, it probably is" is just a matter of common sense.
Ever heard of kelkoo Greggio? its a legitimate price comparison website where you can search for the same product in different stores and find which is the cheepest. I have saved probably hundreds of pounds using that site and some legit stores do sell the same products especially electrical goods like tv's for anything up to 80 cheeper and they are legit. Is that "cricumventing the system" ? No, some stores sell the same products for much less than others, and there is nothing illegal or wrong about trying to find the best price. Yes it was a mistake to try and buy the iphone from this site, if i had checked the "whois" website owner first i may have cottoned on to the scam, but the site does look ligit and the banks do keep records of transactions, also there seemed an element of safety in not giving the site your credit card details, which would have been a lot worse
You know what the actual price should be in the UK and you know the 3 dealers who are authorised to sell them - surely you should be instantly suspicious about people claiming to be able to offer it for much less. You sent money off to someone you knew nothing about, on the basis of a crappy website and an offer that couldn't possibly be true.
The site was selling both phones for the same price as they are selling in carephone warehouse and o2 stores, so they were not cheeper. The mistake was thinking they were being sold without contract - which they are in new zealand, granted the price is higher.
I don't condone this sort of fraud in any way, but it's hard to generate much sympathy for those who've fallen for it.