If you were lured in by Elana's stories, then she did what any effective salesperson does, she sold you. Her "selling at cost" was schtick. No one forced you to buy anything. If you didn't feel the need to have these items checked before finalizing the transaction, then you bear the burden of the results of buying something online.
No, I have to disagree here.
As a seller, you can be persuasive, of course and it is entirely up to you how you price the item; but you still have a legal obligation to ensure that anything you say/write is FACTUAL.
So, if you claim, to use your example, that an item is being sold at your cost, that
must be the case.
Otherwise, it's fraud, pure and simple.
OK, so you may well think that any buyer, with any sense/experience, would know they were being 'sold'; as who on earth would sell anything professionally for no profit? But whether that is the case, or not, is completely irrelevant.
Whether a buyer is naive, or not, makes no difference in the eyes of the law,
if a seller has been dishonest.
Although I agree it is always wise to do one's due diligence, as a buyer, it is not the legal responsibility of any buyer to do so.
So, no, according to the law, the buyer does
not bear the burden if they do not have things 'checked' before finalising the transaction.
