There are people that love it and people that hate it.
So some one will buy it for the cheaper price. Especially as every GamesMaster magazine reader will see it (it should be in the section "we really love games" in the next issue or the second-next issue) and amongst them will be quite a lot of serious Mortal Kombat fans.
If someone were to buy it on ebay for the insane price, then I would not be screwed, I would sell it to the ebay buyer of course. And I wouldn't care about ebay's percentages takings then because I would have made much more money anyway.