That happened to me once. The ad was a somewhat ripped guy with no face pic. What happened when he opened was a stocky guy and nothing like I would have even entertained.
I always said if this happened I would call him out and leave but opposite happened. His massage actually was decent and he was into it. But because he did not attract me I was not into the mutual touch thing. Since he did a decent job I didn't say anything at the end, if I felt he did a poor job I may have called him out.
But, I would not go back to him and no one has ever inquired about him here so I never brought it up.
So to answer your question, a blatant fake pic (old pic I can forgive) no repeat business.