Sorry...photo described as a photo, I got box into my head from the post above heh.
I haven't seen it stated whether it was a "buy it now" listing or auction style, if it was auction style then the seller has very little control over the price apart from his starting price.
Edit: looks like it probably was "buy it now" not an auction listing, so fair enough the asking price of £450 was set by the seller. However the complete title was "Xbox One Fifa 14 Day One Edition Photo Brand New UK 2013" so it seems pretty obvious to me.
From the article:
Despite the listing stating it was a photo of an XBox One Day One edition console, Mr Clatworthy said he'd expected to receive the console as it was listed in the video games and consoles category on eBay.
He said: "It said 'photo' and I was in two minds, but I looked at the description and the fact it was in the right category made me think it was genuine.
It doesn't sound like it was mis-described, just posted in the wrong section (where should a photo of a console be listed? Not surer myself). I'm not saying the seller was 100% in the clear as listing things in the wrong section is incredibly annoying for a start, but listing it as a photo, clearly stated in the title of the ad, to the point where the buyer even states he saw that it was listed as a photo, to me says that it was clear enough to reasonably expect a potential buyer to see it.
I just think that banning the seller from Ebay smacks of avoiding negative publicity and being seen to do something, perhaps a black mark on the seller's record (which is serious enough) would have sufficed - but then again Ebay is notoriously biased towards buyers anyway so it's not unexpected that the seller was banned.