Roman Abramovich has had a rough go of it lately, having lost about 5 billion in past year, as of the last Forbes report on him. His net worth of 8.5 bill for a guy in his 30's, a college drop out yet, is not too shabby I think.
So, yeah, dropping 40 or 50 k on a businss lunch, is relatively speaking, like one of us mere mortals spending $5 at Wendy's. I imagine if he wants to impress at a family brunch it would entail Chef Wolfgang whiping up some Beluga and lobster omelettes on his private mountain. Do not worry about directions, as the helicopter will bring you mere steps to the gazebo, while the real life Elvis sings a private ditty to the attendees.
I would say, getting back to thread, that buying this book for 12k may seem high. But someone wanted the only 9.9, and he now has it, if another 9.9 never shows up, then maybe it is not a bad buy. In any case, do not think the buyer is sweating it, just chuckling to himself at the peanut gallery who are so shocked th this buy.