ALL IS NOT LOST...
I've been an eBay seller for the last nine years and I'm here to tell you that you should go to the eBay Resolution Center and file a case. The seller is responsible to get you the item that you paid for in the condition that was stated in the add/auction no if's, and's or butt’s about it. Postal insurance only covers the seller and it's his/her issue if they didn't pay for it.Here's a link to the eBay Resolution Center: http://pages.ebay.com/coverage/BuyerProtectionForBuyers.html
You should file a case as soon as possible because the clock is ticking on how long returns will be accepted by your seller. You will have to return the reel at your cost but you should receive a full refund. Anything less than a full refund and the seller is just jerking you around. Make sure that you have delivery conformation with the tracking number because eBay will require it later should the case go that far. The Info below is from the eBay Resolution Center:How does eBay Buyer Protection work?
If you don't receive an item you purchased, or if it's not as described, you can use the Resolution Center to resolve your problem. In most of these cases, we cover the purchase price plus original shipping. When should I open a case?
If you have a problem with a purchase, your first step is to contact the seller to resolve the problem. Most issues get resolved with direct contact between buyer and seller. If the seller doesn't respond, or if you can't come to an agreement, open a case in the Resolution Center within 45 days of making payment. See more information about timelines. What do you mean by "work things out"?
By working things out, we mean communicating with the seller to find a solution that you agree to. For example, the seller may offer you a refund in exchange for the item, send you a replacement item, or provide a tracking number for your item. I opened a case. What happens now?
Once you open a case, we'll ask the seller to respond to you within 7 days. If the seller doesn't respond within that time, go to the Resolution Center to escalate the case to Customer Support. How will I get my refund?
When Customer Support decides a case in your favor, we'll send your refund to the PayPal email address you used to purchase the item. This may take a few days. Learn more about the refund process. Do I need to send the item back to the seller?
Yes, if you opened an item not as described case for a purchase covered by eBay Buyer Protection. You'll also need to provide us with the shipping tracking number (with Signature Confirmation for items worth more than $250) to receive your refund through PayPal.