e-bay charges several fees, one fee is based on selling price, another fee is based on listing price. If a seller list an item for 9.99 with a reserve of say $300 and the item does not sell he pays the listing fee, which is much chepper for 9.99 than $300. if the item sells it does not make much difference. I use reserve, but only when the chip is a mid to hgh value, and then I list the reserve, unless I forget.