I was thinking the same about the photos, but when people are starting out, they make lots of mistakes that perhaps a more experienced person wouldn't. These things come with time.
Certainly I wouldn't have started them at £400, if I was putting a reserve on anyway. The seller still doesn't know what ebay's market price for them is, whereas if they had put a low start with their reserve, even if it didn't reach the reserve they would at least have an idea of a price they would definitely sell at.