I happily ignore the "average retail price" and "almost no chance of being accepted" blurbs, and simply input what I would consider a good price for the product I'm bidding on, checked, of course, against biddingfortravel.com to ensure I have my sanity. However, it's easy to see how a novice can be led astray. There should at least be an explanation of how priceline comes up with its "average" figures.