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I don't understand it. I tried to lower the price down but it wouldn't let me. All I have on the character is 4K Gearscore, 600 achievement points, epic flying, and 200 gold.
I feel like that shouldn't go for 144 coins because most of the gear was bought with gold.
It takes the price of all your items and lets you put it a bit cheaper. Item level 200 items are 10 coins on store, first wotlk green items are like 8 coins.
I tried to lower the price, but it wouldn't let me.
If you want to sell it cheaper you can put some of your gear in bags and sell it without inventory. It sets a minimum price based on your gear and won't let you sell it cheaper.
They do this for a reason, If they let you set any price you want people will stop buying from store. That's why they stated that they only let it go a certain amount under the actual value it would cost to buy all new in store as Warmane would loose out a'lot on donations otherwise.