Consumer driven market, the more people are willing to pay on his calls when they come up for sale, the more he will charge to get one new, basic economics. If some people aren't willing to pay it then he'll make up those lost profits by higher margins on the ones that do buy them. Less work and more money. Smart move from a business stand point. At the end of the day it goes back to the principle of "What's this worth?" --- What you are willing to pay for it.