Yes, it's a fake. But the point of it is to show that you really weren't all THAT surprised. You weren't like "Not worth my time. This shit is fake". You were like "OMG. WTF. Are you serious? Is this real?". You were surprised because there was a chance that people were actually selling genetically engineering pets showing that morality is changing in the world as time passes. Honestly, the world is become more insensitive to the depravities that take place in the world to the point where you may actually see a site that lets you, as Jabar Jung, customize your future children and you will not be as surprised or disturbed as you should be. The site simply expresses how times are changing. And yes, it is a fake.
Now, the Gattaca issue comes up too. (I am studying biomedical engineering and I make it a point to take active interest in bioethics dealing with engineering and medicine). It comes down to perspective. Currently, we cannot select eye color, hair color..etc, but we can test for genetic disorders. Now, is it moral to test for a genetic disorder? Parents can find out in advance and make the necessary preparations to take care of such a child but they can also abort. Eventually, we may be able to test for other physical and biological attributes and rid them from the gene pool by aborting kids that carry them. But in what manner should we control natural selection? If you haven't heard of these issues before, watch Gattaca, the movie.