That's my point. Retail prices -- from up-scale smoke shop to local beer stop, from mail order catalog to internet retailer -- can vary widely. And winning bids can vary widely. I think a continous auction -- versus the annual fund raiser for the local high school band -- is setting a market for any particular item based on the average winning bid, over time, for that item. I think I can set a much closer maximum bid by knowing that average rather than the average retail prices. To me it's worth a little extra effort. Beside I'm analytical and playing the spread increases the fun.