I really don't think it's such a big deal. It's certainly self-policing. As far as eBay is concerned, if the merchandise you win in an auction is NOT what you receive, you leave negative feedback. Enough of those and the seller's account is suspended. Problem solved.
As far as e-tailers and sellers on RC, RDO, or wherever, if someone does this enough times, they are 'outed' as someone who practices this, and they lose tremendous business virtually overnight, given how fast info travels on these message boards. Problem solved.
Whomever does it won't be in business for long.
I for one have bought stuff from Miguel (organism) and can state that his corals looked *exactly* like the pics. I'm sure there are lots of other sellers who photograph under 20k or actinic that are just as reputable.
On the other hand, as mummra points out, a few bad seeds spoil it for everyone. Doctored photos are bad news, and just bad ethics as far as coral sales are concerned.
We're all in this together, folks.
Peace,
Chip