We send a lot of those, because we are constantly learning more difficult to find information about old movie paper!
Here's what happens when someone (an expert) lets us know about a mistake in our current auctions:
1) We add to (or correct) that auction, and then email the info to everyone who bid on it (or who even clicked on it) to make sure they know about it
2) We check EVERY past example of that poster to discover if we made that mistake in the past, and if so, how many times.
3) We take the ones where we made the same mistake and compile the info on those (who bought it, what they paid, etc)
4) We email each person with the correct information, and make the exact same offer Brian received above
5) If anyone wants to, they return the poster and we refund the amount they paid, INCLUDING the cost of original shipping (if it was bought by itself) PLUS the cost of return shipping, so they lose nothing because of our mistake
6) We re-list the item, properly identified, as our own consignment, and we take the loss if it sells for less.
Is this expensive, and does it take a great deal of work by several employees? Yes! But I feel it is time and money far better spent than if I instead took out giant full-color ads all over the place, or bought Google adwords to constantly find new customers. PLUS, I get to sleep well at night, and you can't put a price on that!