Trying quoting for the first time:
It's true that not everyone needs the same level of performance from their test equipment, but these random unknown references really are bad no matter how you look at it. The technical shortcomings have already been well discussed (and perhaps somewhat ignored), but a different point is that you are frequently contributing to people who would be totally fine scamming you wherever possible.
That works both ways. There's no innocence on either side, with Westerners openly scamming by unlocking functionality that they have not paid for on Eastern test equipment. I don't choose to automatically mistrust every seller based on the occasional bad experience here or there.
Instead, send your money to individuals who are not really doing it for the money but for the love of the hobby. Win/win for everyone.
Not everyone thinks the same. It is possible to "buy local" as well as to help others across the world, who might actually need the money.
And again my main point about why these cheap references are "dangerous" is that they have specific voltages printed on them and are sold as "references" so buyers apply additional weight to them. What ratio of buyers do we think have adjusted their DMM based on the "reference" compared to adjusting the "reference" based on their DMM?
Let's guess at an extreme 90% of buyers adjusting their DMMs based on that board. Even if they did, so what? They would have a DMM that was possibly inaccurate by tens of mV at the most? What are the implications:
(a) For a hobbyist, if it affects their projects, it will be a great learning curve on what to trust. If something is worth doing, it's worth doing wrong.
(b) On the other hand, if you're a professional: a qualified engineer may well rely on prototype or 'uncalibrated' equipment when developing products; there's nothing abnormal in that. But equally, that engineer is in every way liable for trusting a $10 device over a calibration if they ignored a process, or were supposed to be working to a standard, or if a body of other professionals would not have done the same for that specific task.