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'we decided to conduct our own investigation'

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'we decided to conduct our own investigation'

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high register language, collective pronouns 'we' and 'our' make it seem as though they had to investigate because it is such a pressing issue

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Directly addressing and naming the usernames involved in these criminal acts.

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“Buy it from the store itself” suggests the audience is too good for knock off products and should buy the real things

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alliteration, asyndetic list -- first line of the article, snappy and well-flowing

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Formal register because of the middle class, rich and older working class audience

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repetition throughout, emphasising the awful quality of the product.
more formal register than the message board source, audience is assumed to be more educated

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'Despite eBay insisting it is doing all it can, there is still a strong sense that it is not doing enough to protect its users'

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'Despite eBay insisting it is doing all it can, there is still a strong sense that it is not doing enough to protect its users'

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Presents eBay negatively and poorly. The Daily Mail is presenting eBay to be taking the matter lightly and the tone has a sense of mocking aspect to it

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pre-modifier 'unsightly' -- once again showing privilege and the high expectations of the Daily Mail, high-class readers.

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intensifier 'shockingly' -- privileged, emphasising their shock and dismay. realistically, no one expects an amazing quality product when they buy cheaply on eBay. their richer audience may have never bought from eBay before, they would be outraged

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Tells the reader that this is on a very large scale. A vague determiner  is used here, and so is synthetic personalisation.

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'for every fake available there is a gullible, willing buyer'

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'for every fake available there is a gullible, willing buyer'

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implying that people actually buy the stuff that these rich people would never buy because its cheap

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'the impact on the national economy because fakers don't pay any taxes or VAT'

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'the impact on the national economy because fakers don't pay any taxes or VAT'

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Negative face because it is implying that the people selling these fake goods are criminals but they are also affecting the fall of the economy. Generalisation of criminals. Noun is used as 'fakers'. Heavy focus on the economy and welfare of the country rather than the people who are falling as victims to the crime.

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Of the 34 items we bought... it emerged that 33 were fake and only one was real.

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Of the 34 items we bought... it emerged that 33 were fake and only one was real.

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shocking statistics, if eBay are doing all they can they can't be doing that much

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'Despite eBay insisting it is doing all it can, there is still a strong sense that it is not doing enough to protect its users.' -- representing eBay as incapable
insiting -- verb, presenting eBay as almost desperate
strong -- pre-modifier, emphasising eBay's inability to solve this problem on their own website

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'there is only one way to make sure something you buy is genuine - buy it from the company's store itself.'
assuming that everyone can afford that -- the target audience of the Daily Mail is wealthier people

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'she had bought from an unnamed store in Manchester'

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'she had bought from an unnamed store in Manchester'

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Most rich people live in the south and have negative connotations of the north.

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“losing hard-earned money buying worthless items“ forms a relationship with the working class audience as they want to protect them from this happening to maintain wealth and status which is what the newspaper supports

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"for every fake available there is a gullible buyer" 

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"for every fake available there is a gullible buyer" 

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Representing the buyers as gullible

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'we strongly advise people to not buy any luxury goods on eBay'

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'we strongly advise people to not buy any luxury goods on eBay'

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Pre-modifier is used for emphasis. They are telling the people to stay away from luxury goods on eBay and this should not be taken as light advice.

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representing the sellers as criminals