All he has to do is reply to any complaints with "please send the coin back and I'll refund your money". If eBay has a record of him sending that message, whether or not the buyer takes advantage of it, he can get the negative feedback removed. It sets the stakes really, really low for anybody who wants to try their luck selling fakes.
Nothing happens unless we all report it. Select copyright or trademark infringement, counterfeit, counterfeit, then a short reason why (like, this one is really really bad).
when i looked earlier i thought it still had days to go for auction and now shows sold/ended, i sent seller a message too so maybe he ended it?
I don't know - can a seller end an auction early by marking it "sold"? Usually I see another reason listed (error in listing, no longer available, etc). I thought it had days left too. I politely told the seller that we were watching him.
Here are pictures of this "unreasonable facsimile." They even went to the trouble of giving it a lettered edge.