IMO a 'fair' seller would always start the auction at a fair price. We all know that the end price may not reflect the catalog. In the antiques industry, they say that the value of something is the last price that someone paid for it .

If the buyers push the price up, you cant blame the seller, unless he 'misrepresented' the value.
IMO - Starting the auction at an outrageously high price is 'misrepresentation'.