Last year I bought a “generic” Sony Memory Stick using eBay’s Bidding Assistant to get one of a whole bunch of similar items. Got it for a reasonable price, opened it up, and it turned out to be “too good to be true”: it looked to be a genuine Sony stick in sealed Sony packaging.
I checked the “how to identify a counterfeit Memory Stick” sites and concluded that it really was genuine, what with good printing and laser engraving. Sometimes these things happen; maybe the seller got a pallet of leftovers?
It failed a few months later, I mailed it to Sony for a warranty replacement, they concluded it was a fake, and sent it back. Huh. Those cunning Chinese are getting really good at making fakes; maybe this was a “fourth-shift” product from the real Sony factory.
I contacted the seller, who said he sells “generic” products. I pointed out that “generic” means a second-tier manufacturer’s correctly labeled product, but that he sold a falsely labeled item. He offered a refund, I asked for money to cover my shipping, and he agreed. Knock me over with a feather.
So I sent it back and he actually refunded my money, plus shipping both ways. More feather toppling.
The term “fraud” did not enter the conversation, but I think he knew he was on thin ice and was willing to do whatever it took to make me Go Away.
From what I can tell, reporting this to eBay has no effect, because they already know and simply do not care.