First off I agree with you in that the exerience of building a cab is much more valuable than the end result. Mine turned out ok... nothing spectacular but I'm perfectly satisfied with it. It's nice to use somehting that you built out of nothing. Quite a power trip. I think that those who convert/buy are really missing out. Of course they don't see it that way because they haven't done it yet. It's a viscious circle.

But regarding the pictures I have to disagree. It's extremely misleading, intentional or not to use false pics for a product. Even if he uses luscid's plans it probably won't turn out exactly like his. It reminds me of those things you sent away for in the back of comic books, they were never as pictured. That's why I consider anything without a real, color photo of the actual product a shady deal, even if it isn't meant to be.
Also if someone can get their webpage together then they probably aren't very professional anyway. The reason 75% of new businesses fail is because they don't stick to the basics.
Make a good product.
Make a product someone wants.
Figure out who that someone is and market the h@ll out of it.
After you figure out your target market you shove the product down their throats, which as much information and detail as possible. This includes mockups, and truthful advertising.
All of this takes into account that it isnt' a disposable product and is more on the investment end.
Some marketing advice to all you young business persons out there free of charge.

(Look maw I learnd me somefin' at dat dare fancy college type school.)