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HWabout only bidding what you are comfortable with paying. That makes logical sense, but I am not usually that logical when it comes to auction bidding.
To me, I like the comfort factor of knowing there is someone else as crazy as I am. Late at night during the auctions, after all the lots are way past what my original budget was, I still end up bidding a few more times anyways.
If I thought that I was bidding against a hidden reserve instead of another person, I do not think I would be as agressive. I know that this sound stupid to some, but I do not always know what something is worth and it is nice to know that at least one other bidder is willing to pay about the same as I am.