People charge too much for items like this because....they only need one person to say "yes"
If you're a McDonalds or WalMart and you can make you money on valume then you charge lower prices.
Think of it like you were selling your home. Which is really better for the seller....waiting longer to sell at a profit or sell too cheap to someone else? It's a calculated risk that you have to take sometimes. You, as the buyer, have the ability to say Deal or No Deal.
Who knows, maybe tomorrow someone walks in and buys that card at $130. Then who will look silly then?
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