It's their low end regulator and BC. Nothing wrong with it, just not as high performance and design featured as some other systems.
If you're a new diver and on a tight budget, it might be a decent starter package. But You'll want to upgrade later most likely if you stay with diving.
However, in the long run you'll end up spending more by "buying twice" over time instead of getting higher end gear now. But.... This also allows you to grow as a diver and determine what you really want also by upgrading all later. So there are benefits to doing it this way.
$444 isn't a terrible price either for a starter package. Leisure pro has almost the exact same package for a couple bucks less, but you won't get a warranty with it there, so Joe Diver is a better choice most likely.
As for this web site reliable (meaning the store....) I've never heard anything bad about Joe Diver. I think they are authorized dealers for what they sell. The only thing that bothers me about them is that they won't publish a phone number and don't believe in talking to customers on the phone.
If you have a problem with the gear, it means more difficutly in getting customer service (in my opinion). Just strange they don't want to answer a customers call.
From their website:
http://www.joediveramerica.com/q_a.html