ugh... well... I've found that picture aswell, looks a lot like what some people call a "fire red". The website is littered with misidentified fish, not only Apistogramma.There is a photo of a male on line. It looks different from fire red, similar to the differences between red and orange flash cacatuoides. It's just another domestic color strain to my jaded, opinionated, opinion. Some will love it, some will hate it. I'll just ignore it.