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That's been talked about at length on this forum, you can probably search up an old thread. Players tend to separate into two categories, proxy and counts-as. You are using one commissar to be another; this is counts-as. The models are very similar and/or you are using a custom conversion. Proxy is using a solo cup as a drop pod, or raptors as sternguard. It's useful for trying out a new army before you commit to the modeling.
GW is in the business of selling models. Proxy games look bad on the table, and are a short cut to making purchases. Neither of these things are in a GW store managers best interest. As a player, I recommend you default to making your opponent feel comfortable in friendly games. I would be happy to play you using Gaunt as Yarick. If the rest of your army is made of tyrannid or necron proxies, I'd likely decline the game.
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