As a seller you can start your bids at whatever you want, he is starting it low to help with ebay fee's also shipping he can charge whatever he wants you can report him for excessive shipping fees that is high but if you won the collar at 9.00 then you will have bought a 40 collar for 29 so you got a deal. I have asked the seller was it a typo for the shipping fee and I did report him for excessive shipping.
Shop around look at the others
this one you can make an offer (same collar)
http://cgi.ebay.com/AUTH-COACH-NIB-R...QQcmdZViewItem
here's another:
http://cgi.ebay.com/COACH-DOG-COLLAR...QQcmdZViewItem