Of course, any breeder, even one aiming for quality, is gonna have some ugly animals pop up. And I would hope that he or she would sell those for less, and be upfront about the fact that it's lower quality, as opposed to trying to pass it off as high quality just because they "only deal with high quality animals." That isn't hypocrisy; that's being honest!
The difference is that their goal is to produce high-quality animals. Not just XX morph, or XX breed (in the case of dogs/cats/rabbits/etc..), but a really good, stunning example of XX morph or breed.