It is true that most of the action happens in extended bidding, but very often cards get run up in value early in the auction. This is often the case with lower value cards but also happens at all levels, because the bid increments in the REA auction are far apart in my opinion (which are widened even further by the 17.5% buyer's premium).
So I often find myself putting in a max bid even before extended bidding, simply because there is really only one slot that approximates a card's fair market value based on recent sales, so I am forced to jump in and take that slot before someone else does. Then if someone wants to overpay I let them and move on.
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