Pearls are a very myth-laden subject and subject to a number of myths, beliefs, about them that have no foundatrion, but are spread by the urban legend method. The feeding the pearl to the chicken one, or that pearls start from a grain of sand.
We even have one infamous pearl that deliberately started and is maintaining a set of myths about their pearl. We did a whole thread on that one. Because we come up high in most rankings, our thread will be available to anyone that googles the pearl.
Right now, our consumer Q and A and our eBay forum are our main vehicles for expressing our opinions on any given vender. Maybe the better search engine will help find opinion threads on venders more easily.
One thing I have noticed is that when Jeremy takes on a dishonest statement, the venders often change their advertising. That seems to be the case with Premium Pearl, for instance, who no longer claim to have AAAA pearls.
Even our informal policing is having a notable effect on venders. Now maybe we could take on an informal project to point out the specific errors in the eBay pearl ads we come across in our hunts for good pearls.
Even if we each took one vender, it would take us a month to check them all out because there is so much material there.
I think the venders do it because no one is bringing them up. I think some venders may not know. The truth about any pearl is really just fine and there is no need to exagerate, obsfucate, or lie about what you are trying to sell.
I can think of several eBayers that sell huge volumes of pearls without a single lie; a couple of them are members here.