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Because the sleazebag will pull the auction if it's not getting bids. He wants to avoid a sniper coming in and grabbing it for the opening bid. Basically, he wants the benefits of an auction without the risk.
If I saw an auction like that, I would assume he's just using Ebay to get attention. If I really wanted the item, I'd e-mail him an offer. I'm sure he would have no moral compunctions about cancelling the auction.
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