Right, that is true. It does seem exactly the same though the sticker has some Spanish written on it. But I didn't open it to verify (because I wanted to return).
Probably it's fine, but I was worried about warranty (how would I explain that to the Apple store if it was broken, for example) or if I wanted to resell it later. So I just wanted to put out the warning--the Apple TV is small potatoes compared to a MacBook Pro. But no discredit to your OP, but I will be avoid this particular eBay seller in future. (I've been burned by eBay sellers a few times now).
Isn't there free return shipping on paypal right now? You can get paypal to pay return shipping Or maybe it is only specific merchants...