Not quite:
#1 His auction began DAYS before the chips were ever released which is very unusual.

#2 His auction's starting price is almost double what 95% of the rest of dealers and NIS charge.

Come on, start it at $10 or below. If the "market" (demand) takes it to $15.99, then great but starting your bid at $15.99 is trying to rip off the collecting community.
Cheers!
Bill R-4581