From todays Daily Mail. The classic bid on item, win it for stupid low price, get sent a photo of the item. This scam is older than eBay, yet still manages to work very well, popping up from time to time. A bad seller will put a tiny disclaimer somewhere in the listing that it is really for a picture/photo/artist rendition of the item. Way back it used to be hidden using clever HTML and Java to cover it up when eBay used to allow scripts and things in ads.