If you took a Tiffany diamond & ran a GIA cert on it, it wouldn't come up with what you paid for it at Tiffany's. Are they committing fraud?
No, but there is sort of an understanding that you are paying for the name. Most people don't care because they want a Tiffany's piece. Furthermore, Tiffany's in no way claims to sell a piece at or just above cost as FF did. I think there is a bit of a difference but I understand what you're saying. There isn't much that can be done about it unless you throw money at the problem but it's still wrong. =(