I just looked on ebay and there are starter packs with auctions finishing today with prices currently from a few pounds up to £28. I didn't look at each one in detail so I don't know what was included. But basically people on ebay are asking what they think people will pay. If no-one bids, or takes the buy it now option, then it won't sell (and they might list it cheaper next time).
It's not a question of fair or unfair. People are free to bid or not. I recently bought a new Kipling handbag for £12 on ebay - no-one else bid on it, no idea why, so I got a fantastic bargain. Conversely,I have just been watching the bidding on a cardigan, which eventually went for more than its retail price - why? I have no idea! It was nice, but not that nice!