I think that it is, that looks like a genuine Hayward/Goldline cell from what I can tell and the pricing seems about right for genuine parts to me. I was looking at that very one (I'm pretty sure) last year. The off brand cells tend to look a bit different and are $100 or more cheaper than that. Even my local pool store sells the hayward cell for around that price. If you're pool store is selling them for twice that price, my guess is that they're also including the control panel. Either that or they are going to include a free jar of K-Y with it.