I had people in WoW tell me when listing cut blue gems at 50% of market value "it's not worth more to me" I kid you not, not only does it mean they went out to get the mats and even cut the gem, but knew the going market rate and still decided to undercut by 50% on an item that sells by the hundreds daily.
It's like asking your boss to only get 50% of your salary, finding a big lump of gold in your back yard and selling it at half price and so on, it's guarantied income with no research, if anyone did any of these things in real life you would question their sanity.