Ads do it becuase there know they can get away with it... how do they know... some for reasons known to them will pay X% over list for whatever and hence they have bred and encouraged that practice and if this makes the buyer happy (it sure makes the seller happy
than I am happy for the buyer.
For me personally, I will never pay even list for a watch. Just the idiosyncratic scrooge in me and why? Becuase ADs have also bred the behavior that heavy discounts off list are possible even at the top of the Lange range. I enjoyed a lot of that last year when well.. things could have been much better economically for everyone. But the bigger truth for me is... as much as I am watch crazed, there is not a watch in this world that I would die much much less pay list. If it means I can;t have it.. so be it. That's very fine with me. I do a lot of research on the watches that interest me, speak to whom I deem as points of references, research the prices and then set a target price which I very very very rarely breach. Again, if I get it at the price I have set (and if I get it, the seller must have also deemed it a fair price) than good... if not... that is tough for me.
I guess this approach keeps my sanity intact and me from going bankrupt
So, not a case of right or wrong for me.. just a case of my personal principles in watch collecting... for the sake of my bank account, I hope I never change this part of my collecting philosophy and I hope there will never ever be a watch that I will die for.