I just found this 1885 O (common date sold for $50 at my coin store) that is clearly AU (I should know because I have Choice BU Morgan dollars) and over priced, a value for this coin is about $38.
Someone if trying to get more $$$ for an item than fair market value (FMV). But that happens every...single...day and for millions of products. Car dealers are particularly good at getting more than FMV. I'm not sure this is news worthy, but it's good to be aware of.
So, if I understand you correctly, you're basically telling us that your coin store sells $38 coins for $50? Perhaps a link to this noteworthy listing would better help to make your point.