it is worth what the buyer or seller thinks it's worth, it is purely speculative. I too have paid a dime a dozen for some books and much more for others. There are no real price guides for matches but based on my own experiences I don't think a dollar or two or three is over appraised.
It's just like chips and tokens, You have paid ten bucks for an item that some folks in the market wouldn't pay ten cents for, go figure!
Eric