If anyone can get the most $$$ for their cards, don't they do it? I do!! I remember back in the mid-200's when those Topps Black Angels cards #/54 were selling for over $100 each on ebay (when they booked only $15). I checked ebay several times per day waiting for people to list them at or near the $15 "book value". I purchased at least 10 of them at, around, or below "BV" and put them right back on ebay with $100 price tags. Got it everytime.
In a free market, why should anyone give in to Beckett and their "price guide", when it is only that - a GUIDE. They do not give the VALUES of cards. They give a guide based on "actual sales". However, they obviously cannot and are not tracking every set and every card, or they would see that some cards are ridiculously off in terms of pricing. Example? 2003 Topps Gallery Hall of Fame ARTifacts game used. I'd love to see someone go out on ebay and buy Edd Roush, Heinie Manush, or Harry Heilmann for their $40 book value. Roush sells for as much as $275.
As much as love getting bargains on my personal collection cards, I know it is only fair to pay someone what they want for a card if A) I have the extra $$ to spend at the time; and B) If I know I might never see it again.
How much money a company could be making if they lowered their costs is their business. They obviously are making enough or they wouldn't be able to stay in business in this tough economy.
Tim