Unfortunately, you're right. People can say whatever they want and some are really good at it because they've done it all their lives.
But, I find it works both ways. Unless you go to a reputable breeder and actually visit their home, you can't always believe them either. I called a breeder in answer to a newspaper ad, but when I went to see the puppies, I was upset at where they were and how dirty everything was. I got a whole different impression when I talked to the breeder on the phone.
It's sad that we live in a world where you never know what to believe.