The value of antiques

The new issue will be out tomorrow. In an interview with Bruce Burstert, a dealer in Lexington/Kansas City, MO that is part of the cover feature, he mentions that antiques are "undervalued." Unfortunately, we need to follow up with that remark.

Shop owner occasionly mention — particularly when we raise our advertising rates — that they can't do the same...i.e. raise their prices.

Why not? Could it be the market they're in? Could it be the quality of the inventory? Could it be the misperception that price alone governs someone's buying motivation?
With the cost of everything going up, when and how much to raise prices to cover increasing costs are vital issues for survival.