I think someone did a study a while ago that showed people have a tendency to under-research price in some categories - which is interesting, especially with all the price comparison tools available these days!
If you are a top-rated seller that scores highly on best match, and you have a great listing with a lot of photos, then I think a lot of people would pay a bit more to buy from you, just because you're the first listing. Just like Google searches, lots of people don't bother to dig to deep.
And like sameer555 says, not having to leave your house is always an advantage. For some buyers, price simply isn't the biggest concern!