"Why not just start the auction at the reserve that you want and let the bidders know what you will take for it." Because on ebay the higher you start the auction the more it costs to list. You get the reserve fee back once the item sells. For instance, I have sold some items on there that sell for around $100. I typically start them at $9.99 and set a $75 reserve on them. I've had buyers ask my reserve price which I am happy to disclose. Everything it right out in the open, not at all like shill bidding.