Who pays the rent?
If this looks too wordy for you, then instead of complaining, please skip and move on to the next comment ! :)
eBay is a business. It needs to earn money to survive. If you were to sell your stuff from a shop then you would be paying rent, rates, taxes, electricity bills, advertising bills to the local newspaper, insurance, oh yes, and WAGES to the person/people who man the shop and can't have another job whilst the shop is open.
I suppose you might sell second-hand stuff through the classified ads in the local paper. Take a look at the cost and the exposure and the sales volume --- compare that to eBay.
Get real, 10% to the provider of the venue is a great deal by comparison.
Someone commented about not paying the £9 fee from a £90 sale. Well, you are the type of person who causes eBay's running cost to increase and hence the prices to follow. I think its called 'leaching' amongst those who do it --- I simply call it theft! You had the service. You knew the price. PAY UP!
As for Mr Cohen's post, I thought it was interesting until he called someone (correct me if I'm wrong, a multi-millionaire) a fool. Well, Mr Cohen, until you are also a multi-millionaire and almost a household name, I think you need to go back to the drawing board --- maybe sit on your hands ! If I might proffer a reason for why you aren't doing his job, its because he isn't a fool by any stretch of any imagination, other than yours. :)
My daughter-in-law sells all the stuff they no longer require on eBay. She decides how much she wants (minimum) for each item and adds on all ebay/paypal costs (including the COST of postage if free postage is also being offered. The buyer bids more than that, then they get the goods -- otherwise she lives to fight another day. It isn't rocket science, just simple business practice.
My wife buys a lot of stuff on eBay and has never been let down by a seller. She pays through PayPal and there has never been a problem. She was slightly disappointed about one item (said to be new) which had a small scratch on it. She mentioned it to the seller who immediately sent a perfect replacement with a label to put on the return AND THE STAMPS! I personally call that damned good service. If only the High Street were so good!
Sorry its wordy, but there was a lot to say ! (Chest feels much lighter now!)