It's not incorrect to use "issue" like in the eBay example I mentioned; it's just that "problem" would be more direct, meaningful and honest. (Honesty being about telling the whole truth as well as no lies). They use "issue" because they think "problem" would make them look bad.
They should be brave enough to admit that there is a problem and realise that we understand that problems can be solved. They lose respect for being cowardly, when all they need to get respect is to be direct with their communication, and to be good at fixing problems.