The UK(?) vendor is trying to mislead some purchasers. They show a kit which has been fully built up, while actually supplying it only in component parts without making it very clear that the pic is the finished project after being built by the buyer..
Some will, invariably, assume the fully built up unit is a clock in kit-form and as such requiring that module as part of a complete clock – the rest being the housing which could be purchased separately or made from scratch by the model clock builder.
Savvy buyers would not have ‘the wool pulled over their eyes’ but some will, no doubt, not get what they thought they were getting. That is not the way to get subsequent orders, I would suggest, as there will be a lot ot disappointed customers who may not have the soldering skills and would bin the item when either they could not build it or when it doesn’t work when finished.
Just sharp practice. I, for one, would not buy anything from a supplier that ‘hides’ facts, even if the are actually in full view. Legal? Yes. But still a sharp practice.