There are three questions here I would say.
Is using eBay to sell stuff outside of eBay dodgy?
Well, probably. Can't imagine eBay are too happy about it for a start. But the seller and buyer both know what's going on, so I can't see that there's much of an issue there from their point of view.
Is what he is doing a 'scam', misleading people into bidding on a photo?
No. Clearly not. He's explained perfectly clearly throughout the advert what he is doing. The headline states it's a picture only, the wording points out not to bid. There is obviously no deliberate attempt to trick people into buying a picture.
The seller really can't be blamed for the stupidity of people who have bid on it anyway.
Is he selling the wheels at far too high a price?
So seemed to be the prevailing opinion on here. But he's sold all three of the good ones in about two days. So the prevailing opinion is pretty clearly wrong.
"Human beings, who are almost unique in having the ability to learn from the experience of others, are also remarkable for their apparent disinclination to do so." - Douglas Adams
"You know, sometimes the world seems like a pretty mean place."
"That's why animals are so soft and huggy."
- Calvin and Hobbes
To err is human, to moderate ursine.