Goldin Auctions did their job - they got a record bid for a jersey. The fact the seller wanted more isn't their fault. they brought a great item to market and they got a huge bid for it.
I can imagine the conversation:
Consignor: I don't need the money and I want to keep it.
Goldin: Suppose you could get $10 million? Then would you sell?
Consignor: Well, for that kind of cash, I'd be a fool not to, I guess.
Goldin: Let's try. It can't hurt.
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