People list their crap on ebay the same way all the time. They are selling a gold watch. well, it is gold in color! etc.....
If this would be a huge chain store,Jewelry store, or something ok, I understand. But if you think your going to walk into a thrift store or a gas station and buy quality Jewelry, then you better know what your buying! I think it would be crazy to want to put someone out of business over some trinket stuff!
Most of us are pickers looking for a steal! When it goes the other way it's not fair? Situation means everything too and how it was presented. I bought a counterfeit gold coin off of a guy, there was not one thing I could do! Why? because he brought it up to me and asked how much I would give him for it! In my own greed I offered half! Well, when he left I figured out it was fake! lesson learned! Even if I would have ever seen that guy again, it was my fault for not knowing what I was buying!