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Your definition of evil is way out of whack. If I'm selling something on Ebay I don't want to risk the chance that someone gets something that's worth $100 for only $10. So maybe I would set a $60 reserve. If it doesn't sell then I'll know that my reserve price was too high and I can either relist it with a lower reserve, decide not to sell or look at other venues. (This is all hypothetical as I don't sell on eBay).
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