Because one tells you that they're an endorsed sponsor.
The other is an attempt at deceiving and misleading the consumer.
It sounds like you're using the:
"If they can do it, why can't everyone else?" logic.
We should be fighting for safety and fairness for consumers in all venues - online and offline.
Just because you can list people that do it, doesn't make it right.
No, I'm saying that anything selling a product now displays disclaimers:
"Results not typical. Your results may vary."
Along with messages like:
"Endorsed sponsor. Not an actual customer."
At least those commercials are telling the public what they're seeing. If I try and sell a service here, then make a fake account and post a testimonial, a consumer will be confused and will believe that the testimonial is from an objective, third-party person when it is, in fact, not. The point is that it doesn't matter what other people are doing. If something is wrong, it's wrong. The line is drawn where any action occurs that can be deceptive or misleading to the consumer... faking testimonials, buying testimonials and not disclosing the fact that they were purchased or traded, etc. Anything that isn't honest and legitimate.
Sami - The difference is venue. In a TV commercial we dont wonder if the actress playing the choosey mother feeding Jiff Peanut Butter to her son really prefers Jiff over Skippy, or whether she even really is the kid's mother. We have an expectation that a commercial is going to show their product in the best light (to say the least). We know to be wary of advertisements.
On the other hand if the owner of Jiff stood beside me in the grocery store pretending to be a consumer that prefers Jiff over Skippy and gives a glowing endorsement, that's just flat lying. Unfortunately when the internet equivalent happens, I might open the jar after my money is in their hands and find out the jar is empty... or the seller didnt really own the Jiff and I cant take delivery, or some other catastrophic ripoff where I've wasted my money.
Aside from the simple sleaze factor of a person pretending to be a disinterested third party in order to report that the seller is trustworthy... in online transactions such deceptive self-endorsement is used to mask the fact that the guy has zero intention to deliver to everyone that sends him money... he figures having the one fake ID pretend he delivered will help him suck in people to pay. After that they milk it with BS stories about being busy, or their server was down, or "I sent you the PM... why didnt you answer?"... or even "Yes I did the job, what are you talking about?".
The others reading the thread are confused given there's one guy in the thread reporting all is well and another saying he's been ripped off. If they KNEW the guy saying "all is well" is the seller or his team member... they'd wanna murder him. It happens every day, ans this is why any decent mod perks their ears up when they see an IP match on an I-Trader report.
Then again you dont always even need an IP match, some newbie pops in and his first post includes a beeline to endorse a seller... you know exactly whats going on.