I don't think there's any difference at all here. Appearance is an essential criteria of the kind of hiring decisions most people discuss here. In other words, we look at photos to learn a masseur's identity and looks. I know it, you know it, and he knows it. That's why he used photos that don't accurately show what he looks like (15-year-old photos in your case, which only got the identity criteria right but not the looks)...because he expects those photos to attract business that he wouldn't have otherwise earned. That is not puffery. That's called a scam, fraud.
His personality might be great, except for the scamming tendencies, but that still doesn't make what he did acceptable. That, of course, assumes that you're not willing to let yourself be scammed so brazenly when all you would have to do to avoid it is walk away.
What's interesting to me is that you went in there knowing you were being scammed. You were "prepared" for it. I'm not sure why one would do that, given how many excellent and honest masseurs there are out there. But to each his own.
I realize this might read as if I'm coming for you hard, but I'm not. This is isn't personal. My vendetta is against those who run scams in an industry where there are so many people working hard and honestly to try to make a living. So what I'm coming for is your rationalization of the fact that your masseur is running a scam.