Ron, you have hit the nail on the head. HR has a built in crossover collector base that they have cultivated for many years. HR stands alone among casinos in this regard.

I do not know much about ebay.
If 30-40 dealers pick up new issues from casinos other than the HR and all market to chip collectors, the base is small and prices low. I wonder if any of these dealers go after the crossover collectors by listing chips under other categories. I don't even know if this can be done. I do know one posting on an OZZY site brought emails that took me several days to answer. If chip dealers want higher prices, a little creative marketing just might do it. I am not just talking about rock related chips. I am sure there are collectors of valentines memorabilia out there. Do they know to check ebay under casino chips? I don't know, I may be all wet.
I would think an alliance with a site that already has readers for that paticular subject could be beneficial to the site owner and the person that has something to sell. If this could be done the chip dealer would have built in customers for next years valentine chip.