People pay more than 10 cents each because they want their kid to win the pizza party.
I had a LOT of box tops from a recent promo where stuff was dirt cheap and gave bonus box tops. I put them up on ebay with the bidding starting at face value and the BIN price at 140% of face value. I had about 10 lots and all but one sold at the BIN price. I don't really get it, but I am not complaining.
Even after ebay/paypal fees, I still made more than I paid for the products to get the box tops.


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