I agree that it makes things a little more difficult for buyer to get the real deal, but reproductions have been going on for a very long time. I did not look at all the pics, but I looked at most of them.
You did mention that he had his own brand and mark, if these are on the items I do not think HE is the one that is the problem, I do not think he is trying to rip people off, it is his customers that mislead when they try to sell on ebay w/o stating that it is a reproduction.
This is why people should be very careful when buying on ebay, and ask to see a lot of pictures, and then if there is any doubt after that, do not buy.