It's always been a little fishy to me, especially considering Lawler's been at times the most low-key and high-key scummy guy in wrestling (but hey, he throws a great punch so *handwave*). Even before everything happened with Brian, his response to those who got swindled was all "I promise to get to the bottom of this and everyone will get what they were owed" then there was zero followup. Then he went on local Memphis TV where he's still treated like a god to make sure he garners maximum sympathy and all the heat was on Moore.
My personal theory is that they both thought they had a nice side hustle selling Lawler memorabilia, and Moore either got greedy or some shit happened in his personal life and he started promising more than he knew he could deliver.