In some dank corner of some leather associations archives there may be a standard for what oxblood is supposed to look like. Dark, almost coffee colour with strong red coming through--that's what I've always called oxblood. It's not wine, it's not burgundy and the shoe pictured would probably be better identified as cognac than oxblood.
That said, everyone feels free to impose their own definitions of colour anymore, esp. with regard to variations of brown. And to compound all that, dye lots can be significantly different in colour, depending on how the dye strikes if nothing else.
I might note that the description says that G&G is experimenting with an "oxblood finishing"...which would suggest that they are antiquing with a deep reddish brown on cognac rather than that the whole shoe is oxblood.