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It might also be the buyer of the frame when it was auctioned the last time? I remember that, when the item was listed a few days ago, this seller used the same pic's as the previous seller did (with the match etc)
And that indeed seems to look like a scam (like the ones after Delboy's Coral Reef)
I might be wrong but why would someone with more than 200 feedback's and a 100% score ruin his reputation?