It's called deception

Advertisement on Facebook for TheRealReal.com (May 25, 2015)

Item listing on TheRealReal.com (May 25, 2015)

Item listing  (Detail) on TheRealReal.com (May 25, 2015)

When you advertise at one price and then try to sell at another it is called deception. In this case the advertisement on Facebook lists a selling price of $779 for this Rolex watch. Once you click on the advertisement and go through to the firm's website you quickly discover that the selling for for the watch is $8,850.00.

This is deceptive and inexcusable.