Just to offer another perspective on the AB vs. eBay debate:
I have sold most of my bettas on eBay just due to the fact that I was more familiar with eBay and they did seem to have more controls than AB did that I was able to tell at the time. My bettas have been reasonably priced at opening and a small handful sold at prices that were higher due to legitimate interest. I myself, would never think to use a backhanded tactic to pad my prices as this is definitely an immoral activity and I think karma will catch up to the sellers that do these things eventually. My integrity it too valuable to me personally.
I have had many smooth and pleasant transactions with customers and did achieve Top Rated seller status due to high customer satisfaction. The only time a "stock" photo would ever be used is if I was selling in lots of several fish. So the photo was of my actual fish, but a sampling to give an idea of what the fish looked like. This was always clearly stated in the listing. Individual sale fish were always of the exact fish you were to receive.
One perplexing aspect I found (and a negative) is that there were more than a few people (usually 0 feedback ratings) that would bid and never follow through. This was extremely frustrating as a seller and I could never wrap my head around why people would do such a thing. I am sure this happens on AB as well at times. You learn to spot them after a while though.
I have also bought plenty of breeding stock from eBay as well as from AB and have had for the majority, really good experiences with this with excellent sellers. So basically, I think that there are plenty of sellers on the up and up on both sites but no matter where you go, there is always the possibility of running into bad eggs as is the inherent nature of on-line auctions in general. When I am in the buyer seat I always scrutinize the seller's feedback before placing a bid.
So this is just from one sellers and sometimes buyers point of view to add to the debate. Now that I am more familiar with AB I will likely venture to sell on AB as well next batch but will also continue to sell with eBay also until one proves to be better than another over time. At this point though I think both sites have their merits and some really beautiful fish to be had :)