Well, you're right, the owner might have tried. But my reasoning (speculation) is that the owner must feel that this coin is a stunner in hand if he's thinking he might get $3,300 for it. It certainly looks strong in the photos. So, if he's already submitted it and it didn't cross, I would think that that could only be because there's something about it we (or at least I) can't discern in the photos that would limit the grade in the eyes of PCGS. In which case I would be surprised if the owner still thought he could get that kind of premium for it.
I bid on it when it sold previously, so must have liked it. I think the current owner is just being a pig.
Update: The coin did not sell @ $3,335. It's now a BIN at the same price. I agree with Mr. Feld's assessment (presuming the buyer @ $1,995 and the seller @ $3,335 are the same) -- it's just a seller getting a bit greedy.
I would almost guess that the coin had the reserve close to the price of $1995 ,although Mark said he bid so not sure where it started off at. Heritage may have siezed the opportunity to buy it for themselves & has the abilty to put it into what ever auction they want at their price.
Often I will see items that were sold at their signature auction show up at higher price at their weekly auction, not sure if Heritage bought it or regular person bought it and try to resell for profit.