It’s not the marketing format that is the issue, it’s the seller and their product. If you got a good deal from someone selling a decent product, what not to like?
The advantage of a known commercial outlet / breeder / local seller is presumably they care about their reputation and won’t sell you rubbish. It’s all very well saying buyer beware, but a newbie buying bees unseen from person unknown is having to take a bit of a punt.
There has been a debate locally on ethics and issue of some folk selling on laying hived swarms as nucs. I have never sold a swarm personally but what do others think? Much is made of disease risk but my main concern would probably be the unknown age of the queen tbh.