I hadn't even noticed the link
http://www.auctivacommerce.com/shop.aspxuntil I saw it in Tom's reply. I had a look to that Mall and I'll tell you an amusing story now:
A seller from the UK, another from Japan, a third from Indonesia, a fourth from India and myself, all have the Blu-ray film "50 First Dates" in our stores. We notice that the CEOstore has the same film priced at $ 11.95 and decide to offer it at the same price -not cheaper, not more expensive.
So, the guy from UK lists it for GBP 8.47, the Japanese for JPY 1187, the Indonesian for IDR 144265, the Indian for INR 644.52 and me for EUR 9.52 - fair play, we all have the same price (all conversions at today's exchange rates of the European Central Bank).
A customer, or a fellow store owner, is in desperate need to buy this film as a gift to his wife for her birthday. He visits the Mall and does a search. He is glad to see that this is available by six sellers and thinks that one of them will have a better price than the others.
So, he looks at the prices and sees that the CEO sells it for $ 11.95, the UK seller for $ 8.47, the Japanese for $ 1187.00, the Indonesian for $ 144265.00, the Indian for $ 644.52 and I sell it for $ 9.52 -that's when he starts running away from total madness.