Coin and stamp guides are based on what one may expect to pay for an item in a retail setting. That price is based on averages at the time of printing. Current trends greatly affect those prices forcing them up or down.
At stamp and coin shows one may expect to find discounts from that retail price because of lower dealer overhead.
On line is a very different experience. Sellers may offer items from 25% of catalogue to many times over catalogue value. I've seen sellers on
ebay asking ridiculously high prices for some very common items.
Stamps selling at 30% of catalogue??? Maybe for those cataloging under a buck... even on
ebay stamps of any value are usually sold at a much higher percentage of catalogue. More like 60% or higher.