I think that in MOST cases it is the intention of the seller to do exactly that, SELL.
The means he uses to attempt to entice bidders is certainly his/her business. We may not agree with the methods used, so the best we can do is avoid those auctions if we wish.
While I do not sell on ebay, I question if anyone within our group would like to take a beating on a sale.
Let's look at this scenario...
I buy a chip that I have paid $50 for. I do not set a reserve and the bidding only reaches $25.
Would I like to be in a position to take a $25 loss ? I think not.
Same scenario, I post the chip with a starting bid at face value, my reserve is what I originally paid. If the reserve is not met, I loose the listing fee.
Which position would you rather be in?