How much!

Fun day today, managed to achieve something that had been troubling me for a few weeks. The solutions just came to me, without thinking about it. One of those eureka moments that you can't explain. 

A while ago I popped into a small toy museum that also sold old toys. Couldn't believe the price! Here's just one example. I offered the shop owner £50, but he turned me down. 
Who would pay the full price??