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I think the issue is that ebay needs to amend the way they work with detailed feedback.
I only give 5 stars out for exceptional sellers. More often than not, my ebay experience as a buyer meets expectations, yet some sellers go the extra mile with better communication, nicer wrapping, weekend service, etc.
Like that IMA is raising awareness of the issue but I think you need to petition eBay rather than convincing buyers, especially since you won't be able to get through to every buyer.
Rebecca
P.S. - This comment section needs some cleanup; seems a lot of the buyers stumbling onto it think they are leaving feedback for their sellers HERE. (Sigh) It may just not be possible to explain feedback to some folks!
Thanks,
Vca
MJ