I guess the one photoman has seen might be second hand. If not, it does seem that the retailer in question is not complying with Cannonball's policy.
The sterling price on it suggests new though (around £2,900 after import and VAT).
But they're in the USA, so no warranty, shipping & import duties as well as VAT to pay.
It doesn't say it's "used" and if you click the "alto sax" link, there are a whole range of Cannonballs for sale (and they all read as new instruments).