Interesting! Now that you mention it, I did buy a .luxury domain for this purpose - a Gemini server. I also bought a .ski to have a domain with my (polish) last name.
It looks legitimate, and it's probably enabled Leon to use their business name in the domain.
The first American site is https://roughwood.luxury/, it also looks fine.
In the TikTok and Instagram community people are spending billions not only on random domains (like tiedyeshirts.xyz) but often to venmo or zelle listed on profiles. My sister and thousands like her send money to faceless profiles to buy mystery boxes.
I think there's a generational divide here, the older people seem to distrust more recent TLDs for some reason while younger people don't really care about them.