The problem is even once reliable sites like newegg.com are now playing these games. If I wanted the Ebay/alibaba experience I can get that! Why large retailer sites dilute their brand and frustrate customers in the fruitless chase of "being like Amazon" in catering to 3rd party sellers amazes and annoys me.
At least most other sites let you weed out the 3rd party sellers fairly easily. What's really annoying is with Amazon, even if you are buying from "Amazon" it could be ultimately supplied to Amazon by some hackney 3rd party and not a trusted wholesaler or the original manufacturer. And as Cliff Stoll found out, Amazon doesn't care either.
Talk about coasting on your reputation. It will be interesting to see how much trust they have to piss away before it affects them enough for them to finally pay attention to stuff like this :/