How can people think they are not profiting from failed bids just because they give you an opportunity to purchase at reg price. Last i heard msrp is a heck of a lot more than what any retailer will sell it for. They know this and count on people not being stupid enough to pay msrp. And if they are that stupid, then the company rakes in even more profit. Most people won't pay msrp so all failed bids become company profit. Anyone who cannot understand this should not even be permitted to use a computer for they will surely harm themselves.