Dudes... come on, now. The rules may state that only personal selling is allowed, but if ehMax personally creates new rules or makes a contract for a reseller for their advertising, the posted rules will NOT apply to them - and ehMax is in no way required to tell us, the ehMac residents, of who advertises here or what their contract (and/or modified rules) are. Period. If the posted rules in the trading post do not apply to the resellers (which they obviously do not), we are in no way obligated to know that or what rules do apply to resellers.
It's not that hard. I don't tell my readers on Inside Apple who advertises on my web site, either, nor do I have to (let alone what my "rules" are).