I agree on education for new buyers/ collectors. But, once again, I'm not sure where you are getting the "false hype" idea from. The market dictates pricing. If you don't want to buy something for that price, simply don't do it. I personally see a market for 2nd prints of books that have great covers that are different or even better than their 1st print counterpart, especially when they are harder to find. There are some that will say "meh, it's a reprint", but that doesn't mean others are "wrong" for liking it.