why is ebay reluctant to help?

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Hi I bought an item in good faith from a company within my own country (CellWorld UK) I had little or repeated time consuming contact with the seller and ebay, even though i followed all the guidelines from ebay. The seller obviously knew how to work the system so ebay would no longer help me because my 45 days was over. So now after nearly three and a half months i am out of pocket and still have not got what i paid for. All the responses i have received form ebay seems to be the same automated message which to be frank is absolutely useless. Ebay need to take legitimate actions to help buyers and sellers alike by reviewing their complaints procedure and at least have a little more compassion towards the victims of internet crime. I suggest any buyer wishing to purchase from this company should really think twice.  
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