By way of comparison, the University of Wisconsin Madison offers a critique service like the one in question. They charge $10 per page to critique poetry. So a 5-line poem would cost $10, but so would a 30-line poem, provided it fit on one page.
They charge $4 a page for prose, at approx. 300 words per page, while the one in question charges 12 pounds for a short story up to 4,000 words, which is about $19.50, compared to the $52 it would cost to have a 4,000-word story critiqued at the University service. So their prices aren't outrageous, comparatively.
The question remains whether their evaluation would be worth $20, or if someone seeking that would be better off paying $50 instead. That's up to the purchaser, I suppose.
ETA: I'm not seeing where they're acting as if they're doing this on behalf of their universities or sanctioned by them. What page is that on? I'm not sure mentioning past or future positions does anything but show qualifications. I'm not seeing the harm, but maybe I'm missing something.
Also, one thing that would give me pause, and this may be me personally, is that they've set this up on a free website instead of used a dedicated domain name/website. I think they would come across as much more serious and legitimate if they weren't on webs, and had a better-looking site. Okay, I lied, there are two things. The other is the fact that they keep referring to singular "writer" with "their" as a pronoun. That's incorrect. I would think that well-published writers and writing teachers would not make such a basic mistake. First draft maybe, but not on a business website.
Shelley