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Did anyone here ever read the p-p-p-powerbook story? It's true, and quite possibly the best ever scam of a scammer. It's unbelievably hilarious.
http://www.zug.com/pranks/powerbook/
There's no way to "scam the scammer" since they will never actually send you a valid check or money order.
They'll send you something that looks perfectly legitimate. The bank will cash it, but it will never clear, and then the bank will come back to you looking for their money.
The best thing to do (in the USA) is to report each incident to the FBI via the Internet Crime Complaint Center (http://www.ic3.gov/).
Another link with lots of useful information is: http://www.fightidentitytheft.com/how-to-report-scams.html
There are several businesses which make their money by selling books to those who will be listed in them. Along with the photo book noted above, there's the 'Star Registry' and 'Who's Who.' In each case, the goal of the business is to sell books at a profit. There is not necessarily anything illegal in the promotion and sale. There may be questions as to whether what is offered is really of significant value, though.