Their money willingly spent - so they did not pay too much; it seemed fair to them.
Have you ever seen someones eyes sparkle when they have a new toy. Even if they paid 10,000% more than you could have gotten the same thing for I would be hesitant to say anything and watch the sparkle die. Impulse buying is something we all are afflicted with at times.
I totally agree if someone does a little research and reads or talks to friends who actually know from whence they speak that is the best way of doing things. Unfortunately Mr. Impulse is strong in the way of the force.