This reminds me of being angry at your spouse for what they did in a dream.
I take this as an admission that you cannot imagine a scenario in which the marketing practices you claim are non-deceptive are in fact non-deceptive. That says it all, really.
I had cases of returns, and angry reviews because people didn't like even single, barely visible scratch on the glass, which I myself somehow overlooked.
Not honouring returns was a 100% sure way to get kicked off ebay, and amazon 10 years ago, and maybe even more today. This is what I learned on forums of people doing small business on ebay that I read prior to starting.
Knowing that, I picked products from samples that survived most abuse, and had hardest, and best looking surface finish.
Even with all of that, you can't do anything about returns made for no other reason than "I simply don't like it"
A: Alice clicks on an ad for Lens Luxury glasses, likes the picture of the product, and orders them on account of the $100 price-tag being roughly consistent with what she expects to pay for said level of quality, despite the fact that she sees the same sunglasses at a $10 price point every time she goes through a checkout aisle. She receives the glasses and is happy with them. Dave the Dropshipper earns $97 for providing the service of connecting customer and product.
B: Bob notices his sunglasses are losing their coating. He knows he could go to Walmart or Amazon or the nearest convenience store and pick up a pair produced in China under conditions of extreme cost optimization and dubious labor / environmental / trade conditions, but on account of recently hearing some horror stories he holds out. A few days later, he starts seeing Lens Luxury Facebook ads and Instagram / Blog content marketing. Unaware of the prevalence of "content marketing," he develops the impression that Lens Luxury is an emerging trendy brand and visits their website, which has an Italian name, pictures of a factory in Italy, smiling Italian models, and copy that strongly suggests the glasses are made in Italy without literally saying it. The site has sections about environmental impact and labor fairness (100% worker owned!) and a pricetag to match -- at least, as far as Bob understands sunglasses pricing, which isn't far. He decides to support this nonexistent picturesque Italian company, and orders the sunglasses. Six months later, the hinges rust out, and he is alarmed to find that Lens Luxury has vanished from the internet, leaving behind a trail of angry blogposts from customers who have experienced the same problem. He learns that it wasn't an Italian company after all and makes an angry post on facebook warning his friends to not do business with Lens Luxury, blissfully unaware that they are now doing business under the name Style Sunglasses.