What BB understands better than anyone is that the drop-off between player A and player B in any given position is usually nominal, particularly when you have good coaching that will scheme to the strengths of the players.
The weakness of most people is that they want the BEST, period. Apple knows this and so gets the lines with every new product.
It's like a video game that has an in-game, player-run auction house. The top sword or helmet will sell for 10,000 gold, but the tier below it, which are the top items from the previous season and will be just a tick below in terms of quality, have been severely devalued. So that 10k might get you the top helmet, but it could get you the top helmet, the breastplate and the sword from the previous season.
That's where BB shops.