At the same time, however the offices of the Los Angeles County District Attorney and the Santa Monica City Attorney launched an investigation into Goldline and Superior Gold Group. ABC News reported that 100 customers from around the country had complained that the two firms misled them or that they received a different item than the one purchased. However the announcement didn’t distinguish between Goldline and Superior, thereby failing to specify how many complaints were against Goldline and how many were against Superior, a smaller firm with an "F" rating with the Better Business Bureau. In comparison, as of September 2010, the Better Business Bureau gave Goldline an A+ rating and had received few complaints. ABC also reported that Goldline sales staff are encouraged to promote coins over bullion. ABC gave an account of a customer pressured into buying $5,000.00 of such coins which a dealer later told him were worth only $2,900.00.Nightline (July 19, 2010), 2:57 minutes Another purchased $13,000.00 of "overpriced Swiss gold coins" in 2007 — while the price of gold doubled, the coins were only worth $10,764 in 2010, leaving her feeling "suckered."Nightline (July 19, 2010), 3:58 minutesNightline (July 19, 2010), 4:36 minutes Consumer Reports noted that Goldline was selling a Gold Eagle set for $5,924.63 while a competitor had them for $3,295.00. However, they went on to say that Goldline's bullion prices were competitive. Goldline has claimed that collectibles have a greater markup due to their relative rarity, costs of shipping and handling, paying the sales staff, and the company's compliance department.Good Morning America (July 20, 2010), 4:25 minutes Additionally, they claimed customers were given complete information before purchasing, "pricing is transparent," "fees and commissions are disclosed in writing," and all complaints are investigated.Nightline (July 19, 2010), 8:34 minutes
