I agree with your statement. Scale means the figure itself is xyz scale of a human, base not included. To be 100% you would have to measure He-Mans bottom of boots to top of his head in a straight pose then devide by He-Mans estimated real life height. 12 inch is 30 cm which is 1/6 of an average human of 1,8 meters approx 72 inch(12 x 6). In the pics He-man appears to be approx 12 inches to me so that is why I agree with you. Obviously there are no laws here so companies can do whatever they want. Just my two cents. By the way I am a fan of this statue. Its beautiful no matter what scale it is.