wow.. I cannot belive we have argued about this for so many posts... I am going to bed now. Good night..
I have no idea how nor why they shopped that photo. Yes, it is against eBay rules; And, yes, "the item" has been interpreted and sometimes enforced to mean specifically the item being sold. However, they USUALLY (more so lately) give lots of leeway to bulk lots and multiple item listings.
Under his "Terms of Sale:", item 5., he clearly states: "Serial numbers will be different than the serial number on image." So it really doesn't matter IMO.
Getting away with it does not make it right. Stating clearly that you are NOT getting the coin pictured is a start, but calling it a 'Sample' picture is not sufficiently clear. The fox might smile as he leaves with the egg, but the Farmer may be waiting for him to clear the coup.