Most of the books you quoted a price on seem to be common (except for the Last Frontier). I've never seen too many casino matchbooks sell on ebay for over $10 (and that's pretty rare).

Most of the books I've bought over the year has never cost me more than $1.00 per book.

I'm sure like most hobbys, there are some people who will pony up and buy a matchbook for $20 but I'm not one of them.

If there is a guide for matchbooks, let me know, I would like to purchase a copy of it.