I do not know him, and don't live in the same country so I probably never will, but the guy can choose his own prices. As a member of the economy, he makes his own decisions on selling price and I support that. I support his ability to do what he believes is best for himself, whether he is right or not. The market economy only works because people can make their own decision. Other breeders might not like it and actually be quite upset, but I would say it's just a risk in such a market.
However, I do not support a seller, (or anyone at all), who lies or does not properly care for their animals.