Could it be that, being a recognised seller, people see it as a compromise between paying extra to buy from a shop, and getting a 'bargain' on ebay? Well ok, that doesn't explain some of the daft prices, but it would explain why you could expect their stuff to sell for £5-£10 more than other ebay listings? I know I'd have more faith buying from them than someone with a feedback rating of 3 and a barely understandable grasp of English!