You hit on the direction I was thinking. The path to get Ebay to get involved with stopping crap like this and the Battlefield's of the world, is to hurt them in the investment world. I don't know how one would go about it, but presenting a large amount of clear evidence to someone in the investing world (short seller, investment house that provides public ratings of stocks, etc.) and allowing them to create publicity.
Of course, legal issues brought on by FBI investigations would have similar effect. Bad publicity is one thing, but bad publicity in the world that would drive down their stock price (even temporarily) may cause Ebay to look more closely into their practices.
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