I always consider myself as an advisory first, a salesman second. Some bats/brands make more money for us than others, but I don't lead customers straight over to them without even offering any other products as I suspect many cowboys do.
I think most people appreciate that someone trying to sell you something is going to do their best to convince you that what they have to offer is the best.
What infuriates me here is that even the biggest companies are lying, no other way of putting it. A grade 1 Slazenger V100 Pro simply doesn't exist.
I can see your frustration when you take the care to check against the manufacturer's catalogue, but I think to say "lying" is a bit harsh.
Rightly, we have to take the manufacturer's grading for an online description, no question. But as you know, every piece of wood is pretty much different, and you'll get some grade 1's that look better than other grade 1's. Some you think should have been graded 2, and the other way round as well. So what we can say to a customer is ... "well, this is supposed to be a grade 2 but to me it could easily have been graded as 1"
All the top retailers, the ones we can call cricket specialists, would have owners/staff who have played the game to a reasonable standard. I'd generally give them the benefit of the doubt if the grading on their web site is different from the catalogue ... it's more likely to be a cut and paste error that they haven't noticed.
So, the moral is, if you're copying from another web site, then better check what you are copying ... even the typos get copied and noone notices!