For all of you keeping up with and contributing to the discussion of photo-matching on the other board, I want to direct your attention to lot #325 in the current Vintage Authentics auction: Mark Teixeira's game used rookie batting helmet.
The last sentence in the description indicates that the helmet is photo-matched. It's an accurate claim in this case. I know this to be true because I'm the one who originally purchased it from The Meigray Group. As Barry pointed out in his response to the aforementioned topic, which originated from a Mears letter on an Albert Pujols jersey, I believe, when Meigray states that an item has been photo-matched, it literally means what it should. I purchased both of Teixeira's rookie helmets from Meigray and both were photo-matched. In fact, my sales receipt from Meigray even states that the helmet you currently see on Vint. Auth. is photo-matched.
If you click on the "photo" link above the item description of lot 325, you'll see the exact photo that Meigray sent to me when I bought the helmet. Since it's a digital image, you'd have to zoom in on the helmet to see the details, but they're clearly there.
Bottom line, as Howard W likes to remind everyone, do your homework, leave the COAs for the trash collector, in most cases, and let the pictures do the talking.