> I think scam generally implies that someone was swindled, told they'd get A and get Q (or nothing at all). Sold a bill of goods (but not the goods).

It's much more broad than that. A common sales tactic is to pretend there are other folks interested in what's being sold; maybe this is to make it seem popular, maybe this is to push Buy It Now for a limited (maybe one) item. Some folks will have a fake interested party show up in person.

I would call all of that a scam, even if I'm paying the listed price and get what was promised.