The only real reason someone will choose to sell at auction, is an attempt to get more than they think they can get through a direct sale. Don't get me wrong, I have no problem with this, go capitalism. However, it is frustrating to listen to people try and portrait their decision as something magnanimous for the people. "I'm not trying to make money I'm just ________________ (fill in the blank)"
One of the most ridiculous justifications I've heard, is "I want more people to have a chance at getting these chips."

And if they are willing to pay you more than the current going rate, I guess that is just the burden you have to bear for being so thoughtful.
You know how much you want for the chips, just list them. If you have chips that are in short supply and you want to get top dollar, then put them up for auction. Like I said, I have no problem with that. Just don't pretend like you are doing it for any other reason than to make money.