I've seen the feature too. I've only bought with heritage twice before and never sold with them (Shipping is pricey so it's only worth it to me if it's a higher-end coin that I really like).
The feature is a good idea IMO and looks like it's really useful. 10% is very reasonable for a coin that gets the amount of attention these do with the customer base that heritage has and your coin will be there for years unlike ebay. Being in Canada I'm at a significant disadvantage when buying with some of the US sellers so I can't offer much experience. Although, if I do see a nice coin I would be inclined to make an offer on it.
****(Edit): Something that popped into mind: We've talked more than a few times about notorious ebay sellers (Mainly Centsles) who buy problem-coins from Heritage and such and then basement-slab them and sell them on ebay with a higher-grade problem-free designation. Maybe that's why the buy paid more than full retail for a problem coin? Was the problem not easily visible or not very "problematic"?
The feature is a good idea IMO and looks like it's really useful. 10% is very reasonable for a coin that gets the amount of attention these do with the customer base that heritage has and your coin will be there for years unlike ebay. Being in Canada I'm at a significant disadvantage when buying with some of the US sellers so I can't offer much experience. Although, if I do see a nice coin I would be inclined to make an offer on it.
****(Edit): Something that popped into mind: We've talked more than a few times about notorious ebay sellers (Mainly Centsles) who buy problem-coins from Heritage and such and then basement-slab them and sell them on ebay with a higher-grade problem-free designation. Maybe that's why the buy paid more than full retail for a problem coin? Was the problem not easily visible or not very "problematic"?



















