It's only a matter of supply/demand. You could even put your item for a higher price than the current's lowest if you know that demand is pretty high and remaining supply is low.
There is no such thing as "undercutting prick", if supply > demand, undercutting is the only way of selling something. Also it's a bit too easy to say "I put my item for the same price", doing so will list your item first, since it was the last added, so yours have more chance to sell because players typically buy from the topmost entry.
If there are 40 of the same item on sale and demand is very low (2 per day in average let's say), will I wait 20 days to have a chance to sell my item? And that's 20 days if no one undercut me in the meantime or if no supplier add more in the meantime (which is very unlikely). Hell no, I won't wait 20 days, therefore I lower my price. That's economics 101.
What for? If one doesn't check, it means that one doesn't care. What are the possible outcome of not checking:- Search and compare before you fix your bazaar prices!
- Selling an item for a price that is way too low: it will be sold in a matter of minutes and won't affect the market as no one will try to undercut that. (i.e. : put an item for 1K, instead of 10K). Risk is that someone will buy it to either sell it back straight away or sell back to NPC.
- Selling an item for a price that is way too high: it won't sell and may not even be up on the 20 best prices. Seller will realize it at some point and lower the price.
- Selling an item for a price that is more or less like the current market prices: same effect as if you have checked/compared other bazaar prices.



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