On the other hand everyone likes feeling like they got a good deal, just human nature. I run 20 or 25% off sales every month or two. I find it very funny when a few days or week after an item goes "off sale" I'll get an offer for more then the sale price. Example: $100 item, on sale 25% off for 2 weeks, BIN on sale is $75 someone can just buy it. After the sale ends someone comes and offers $85 and I accept. This is not unusual at all. The guy paying $85 feels like he got a great deal as I was asking $100 for it and I would think happier then someone who used the BIN button at $75 who "had to pay" the asking price.