Shouldn't we expect these things? I agree with you that honest and open conversation is a good thing, but we are talking about dealers who advertise on our forum. Because of this they are members of our community the same as you and I, and I don't care for being treated as less than.
The auction scam sub forum sets out to notify the community of scammers, should we need the same system for our own members? I don't think so. I think that we, as members of the same community, all with equal standing and opportunity to discuss our views, should stand up and say we don't want scammers among us. Members, dealers, or otherwise.
So if there is in fact purposeful disception, I think we should do something about it. As stated by another member, if one of us was trying to sell a watch and misrepresented the movement, then he would be labeled a troll (or worse) and immediately banned. Should we not expect atleast this level of honesty from our dealers?