NO fraud was perpetrated? One can do the same trade through many other brokers at less then $10, but Zecco claims they will charge $700 (often only after the fact). You may be the only one on this planet that feels that is an honest and above board way of doing business.
You call three nearby shops and they all tell you they can rotate your tires for $10. So you bring your car into the most convenient shop to have your tires rotated, but upon completion of the task your chosen shop now claims you have to fork out $700 and refuses to release your car to until you pay them that amount.
Meanwhile your neighbor did the same thing, except he choose a different shop. His bill is exactly what he was told, $10. He pays his bill and drives off in his car.
And you don't see any fraud?