Unhappily, there are snake-oil merchants everywhere. Some are out-and-out crooks; others are legal, but of dubious ethics. What Lexicon did is legal I'm sure. Whether it's ethical, I leave you to decide.
What is clear to me is that there are lots of opportunities in the audiophile arena for doubtful practices because, particularly in the high end part of the business, distinctions between products are subtle and frequently highly subjective.
I'd guess that if ten professional reviewers were to compare the Lexicon against the Oppo, knowing only the brand names and the prices (especially the prices), nine of them would place the Lexicon well above the Oppo.