To the extent it's a competitive market (and it seems like it would be-- a lot of potential buyers and sellers), the price should be determined by the minimum average cost, not by the willingness/ability of the buyer to pay. This outcome is not dependent on the ability of the buyer to walk away (as you note, their life might depend on it so some of them can't), but on the sellers pursuing their self interest which we can probably count on them to do.