No you are talking about free markets. Since this isn't a free market, since both Ron and the site owner are bound by a different system, I'm not talking about that. I am talking about a) what the rules actually are, and b) what a good person trying to do the right thing would do.
I see why Ron would try b) even though he had ability to get more under a) but I can also see something may have happened in negotiations, the facts of which I don't know, to make him think he was being held up in a way that wasn't fair, so his trying to be fair himself would end up in an unfair result to himself. In which case he might have gone back to a).
I don't know what made Ron decide to drop the negotiations to buy it he had started, we don't have his side of that. Maybe the guy threatened to smear him in the media as seems to be being done. Maybe he said 'I'll sell it and your worst enemies will pay more' and put it on the market as whosis shows it is on the market, and maybe that made Ron decide he had to go this route. I don't know. I would have handled it differently from what I do know, but I am going to give Ron the benefit of the doubt until I know what exactly happened.