They're playing stupid semantic games in order to claim there's no selling fees while still having selling fees. The fees were ostensibly shifted onto the buyer, except they're bundled into the sale price and cut from what the seller receives, so in effect nothing actually changed.

Before: Buyer pays £100, seller receives £100, seller later charged £5 fee, ends up with £95.

After: Buyer pays £100, eBay pockets £5 "buyer protection fee", seller receives £95 with "no fees".

> it's now 100% free to sell

Nice:

> You won't pay final value fees or regulatory operating fees

Of course, they will likely find some other way to extract their fees.

It would be nice, however, if the final value fee went away for US non-professional sellers.

There does seem to be no indication (at least on the page you linked) of how they define "private seller", which also opens up the possibility of them defining it so narrowly that, say, only five UK residents ever qualify.

Only in the UK, and only on "private sellers". eBay is losing a lot of marketshare in the UK so they've taken drastic measures to try to get people listing again.