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I think if it was a pure con the legal people would have advised against it from day one, but is definitely sharp practice, and certainly open to a test court case as I studied law and a little accounting, and there is not a single known example or precedent for charging someone to buy something, and neither should there be. Anyone dealing with such a firm should be very careful, as the apparent bottom line is the car buying is a sideline if they charge regardless. If as said they charge a flat fee for a valuation regardless then they can make a profit for doing nothing and actually do lot better if people don't sell them their cars.
I presume if this is the case then once it is exposed the firm won't last much longer as they'd have made their money and (like carbon trading) can't last forever as they don't actually produce or offer anything, and probably offer peanuts for every car as they can't lose either way.