I'm all in for free stuff, but not when this affects, like in this case, the buyers out there. I don't really care if someone is using my image to show it to someone else, or for a review etc. But not when declaring THAT item is the one the buyer will receive.
There was someone on Rebelscum who used an image of one of my Kotobukiya statues, but I had no problem with that, since he clearly said that is not his statue for sale, and the image he posted was only for people to know how that particular item looks like.
In this ebay case the guy is selling an item, showing pics of 3 completely different products. Quite shady.