This is an outfit and gear for a HM forces figure. It contains no figure. It says so in the description. Twice. The company that makes it is called Character.
I don't understand all the negativity, as I found the description quite descriptive, and I knew exactly what was in the box.
My son enjoyed this toy, as we had snow recently, and he was able to change one of his HM Forces figures (by Character) into an RAF Arctic Air Forward Controller and go out and play in the snow.
Maybe it would be helpful if a banner in giant flashing lights read "Does not contain figure", but I honestly believe that some people would miss even an obvious sign like that.
I also think that if they didn't show a photo including the figure, then there would be complaints along the lines of, 'I bought this outfit and it doesn't fit my child'.
I hope there will be lots more outfits for HM Forces. Tank Commander would be a good one.