Unfortunately the buyer expects the item in the image of the ad.
This phenomenon seems to be selective for eBay buyers. I did not see anybody complaining to Futureshop about their ad saying "$19.99 Blue-rays and HD DVDs" (plural), showing pictures of 6 DVDs but you get just one! Because everyone KNOWS they are getting one, otherwise they must be shopping on eBay instead.
I already mentioned this on this forum before. Had a Brighty winning a 7-day auction in which I relisted the last piece of item that was selling in pairs before. Of course I fixed the description to indicate it was not a pair. Boy, should I have taken the time and edit the pic.
When Brighty got my shipping notice, he asked "Did you ship two? Because the pic had two". I said sorry, the auction was for one. He responded he was expecting two, there was not enough time to ask and if he gets one he would leave feedback accordingly. After he left a neg, I filed an FB extortion case, but eBay rep Nicole said it was not an extortion because he specified the word "accordingly" and not a "negative". Nicole is another Brighty, hello, after leaving a neg we all know what "accordingly" meant.
What can you do. Seeing where eBay is going (read my other post about eBay ratings), let's just all use as much as we can from what's left of its former glory and then move on to the next gig.