Just phoned up Audi..... Told em I wanted to buy an R8. They said sure come down and see us. Told em I'm only willing to pay £5000, and said its only worth what I'm willing to pay. How come they hung up on me ? 
Lucky for Audi that Man A will come along and pay the list price 
But the one I wanted to buy is only worth £5000. Infact, I've now decided its only worth a tenner as thats all I'm willing to pay. Now can you see how f**kin stupid that saying is ?
Just because
you're only willing to pay £5000 or a tenner for it doesn't mean that someone won't come along and pay the list price - Audi know this (they're actually pretty good at making a pretty profit from their motor cars).
So, in your case, let's call VWKev Man A.. who is willing to pay £10, but then Man B comes along and offers £175,000 - and his missus gives him the nod, so he buys it.
Audi know that they'll get a better offer so they chinned you off and waited for Mr B, who now has a nice R8.
Mkay pumpkin?