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Rob D.PC, after I thought about it, I figured that because PSA slabbed the Peck & Snyder card that was discovered and Memory Lane is auctioning it, then PSA likely didn't charge anything to provide the slabbed reprints. As Matt says, it's cheap publicity for the auction, and the higher the price realized, the better PSA looks. So the chance that Memory Lane will lose money hawking these is pretty much nil.
Interesting choice (on both counts) the owner of the card made: to have PSA slab it and Memory Lane auction it.