This is the most common view potential buyers get
http://stores.ebay.com/W-W-W-APACHEPOKERCHIPS-C-O-M

IMO The subtitle is designed to lure people into viewing the item, not lure them into thinking they are getting something they are not.

I never got away with a phone number or website address in the sub-title. Maybe ebay UK are more vigilant.

Incidentally, if you view the link above you will see Josh has changed his descriptions on newly listed items.