imo it's a bit like an auction where the seller can accept or refuse to honor the outcome, depending on the highest bid. but is there actually "no deception"?

imo it's a bit like an auction where the seller can accept or refuse to honor the outcome, depending on the highest bid. but is there actually "no deception"? i mean, if i order something i'm usually reasonally sure i'll actually get the product. them not honoring their side of the contract does seem like deception.