I read this thread and some of the comments and I am just utterly shocked at the amount of hostility being directed towards the victim of this eBay scam. Sure, the man needed to be more careful, but the fact of the matter is a crime was committed against him. The eBay seller is a criminal worthy of condemnation, but the victim's only crime was carelessness. Also, I highly doubt that the item title or description made it obvious that only a picture of the item was being sold.
Then again, I am rather sympathetic because I made a similar mistake 6-7 years ago and got ripped off by a rather similar bait and switch scam. I am going to list my recollection of the scam below for those willing to spend the time to read it, to give you a better idea of what this guy may have gone through, and the highlight what utter scumbags these eBay sellers who use misleading auction descriptions are (which by the way are a direct violation of eBay's rules along with placing the item in the wrong category).
About 7 years ago I wanted to upgrade the processor on my computer. I went to eBay a searched for AMD Athlon XP processors (if memory serves correctly) within the computer > processors category and found what looked to be an excellent deal from a seller named wholesale_dealzzz (now long since removed from the eBay community for rules violations). The auction title was AMD Athlon XP 2400+ Heatsink, lapped. The description really didn't expand upon the title, and led me to believe I was purchasing a processor and heatsink combo. Had I been more careful, the real give away would have been the picture, as I could not discern what was actually in the picture. It turned out the picture was the close-up of the bottom of the heatsink, but was taken in a manner that made it impossible to tell what it was.
Despite the poor picture, the price was too low to pass up. I checked over the seller's feedback rating before purchasing, it was excellent with a score in the high nineties and thousands of transactions. The first couple of pages under the feedback summary listed nothing but positive reviews, including such descriptions as "exactly as described" and "fast shipping". After reviewing the feedback I bought the item and paid using a money order (big mistake). The item cost was approximately $70.
It took the seller over a month to ship. When it finally arrived, I received a poorly packaged, extremely poor quality heatsink, something I could probably buy for $2 from an electronics dealer. Rather than receiving what I thought was a processor and heatsink combo (a rather common pairing of items), it was apparently just a heatsink for a processor, that just happened to be priced like it was the processor itself, and somehow found itself in the processor rather than the heatsink category on the eBay site.
I almost let the matter drop after releasing the meaning of the auction title and wrote the whole thing off as a loss, but upon reviewing several pages deeper into the seller's feedback and found other seller's complaining that they found the title misleading, so I chose to stand up to the scammer. I left negative feedback titled quite clearly "FRAUD" and opened an "item not as described" dispute with the seller in eBay's resolution center. The seller not only gave me negative feedback in return, but then opened up an "unpaid item" dispute against me, despite having received the payment. I have to spend another $10 to get the post office to verify the money order was received, and I eventually got a copy of the money order with the seller's signature on it confirming that the seller was in fact paid. This got the seller's dispute dismissed. Unfortunately, the seller never suffered any further negative consequences for intentionally lying about my lack of payment, and I never did get a refund.
As for why the wholesale_dealzzz maintained such a high feedback score, she engaged in what is known as feedback manipulation. In this case a large number of items costing less then a dollar each were sold by wholesale_dealzzz, each generating positive feedback, and this accounted for the bulk of the seller's transactions. When actual buyers did buy the big ticket items and got scammed, often their negative feedback got removed because of successful "unpaid item" disputes initiated by wholesale_dealzz, much like the fraudulent one that was leveled against me. In all likelyhood these other scam victims simply did not keep records of the purchases like I did. Their comments would still show in the feedback summary, but there feedback was not added to the seller's feedback score, so buyers would never see them unless they went digging deep into the feedback comment pages. Worse yet, the seller left negative feedback comments on the feedback pages of her various victims declaring that these unfortunate victims were referred to a collection agency. So not only would wholesale_dealzzz rip people off, she would then accuse them of wrongdoing when they complained about her little scam.
Thankfully this seller eventually got kicked out of eBay for these practices. Ebay has definitely gotten their act together since I have dealt with this seller, and Paypal will almost always give you a refund if you dispute this kind of thing now (I have never used a money order since this incident). The feedback system is still completely worthless though.
Hopefully this gives a better idea of what this guy had to go through. He is not some shrewd mastermind trying to exploit society, he is just some guy who got ripped off by one of the many predators out there. It also should give you an idea of what kind of scumbags these eBay scammers are. The scammers are not doing some kind of service by keeping people on their toes, they are ripping off honest people and have no business sharing civilized society with the rest of us. Please do not justify the actions of individuals who attempt to use deception to take money from those who paid for items in good faith.