Luckily this doesnt happen a lot, but you should be aware of this possibility:

Some people put there whole auction (text pictures etc) as one big picture up on ebay.
His picture (with the whole auction info, pics and text is hosted on eg: www. frauderswebsite .net/auction.jpg

Lets say he is selling a rolex watch that normally costs $10.000 for $9.000 = a bargain.

After you buy and pay for this rolex, you receive just the box from the rolex, with no rolex inside.

When complaining to eBay and checking the auction you see that that the auction you won is indeed selling just the box for $9.000.

What happened is very simple. The seller replaced the picture that represents the auction eg: auction.jpg with another identically name picture containing pictures and text from someone selling just a box.

Ebay will only tell you to read carefully next time you buy, but will have no way of checking if the picture the seller hosted has been changed over time or not.

PS: don't be fooled by a high positive feedback, because it's very easy to get one, see my other guides.