Yes I know, but I still don't believe Alan Austin wouldn't have ever jumped at the chance to buy Action Comics 1 through 15.
But what would have been the incentive of the fellow in the newspaper to lie, given that it was a topic that no one really cared much about in the early 1970s?
Fandom in the U.K. may not have been as developed back then as it is now, but the early 1970s were a crucial period nevertheless. 1973 was the year when U.S. comics took off in the U.K., with the first speciality shops appearing, and people like Austin and Skinn starting fanzines and yes, even price guides.
Within a year Stan Lee was at the Roundhouse in North London for the first U.K. Marvel Con. The buzz was definitely there, and collectors were very much interested in what old comics went for, especially those that were rarely seen in the U.K. up to that point. Good times...