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This is specifically illegal in the US[1] (and probably everywhere). If this were in the US then it would be prudent for the buyer to contact the FTC[2] and their local state AG.

[1] https://www.law.cornell.edu/cfr/text/16/20.1 [2] https://reportfraud.ftc.gov/

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Which is why the article calls it fraud in the first line of the text.

Not to defend Seagate, but also:

> Although it’s not entirely clear if actual fraud is happening here, something has definitely gone very wrong.

That sentence protects against defamation lawsuits.

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