$214 for 1/10 oz coin sounds very expensive to me. For example, for this money (about $230) you can buy certified 5 gram gold bar from Perth mint. Or you can pay ~ $150 (including shipping) for 1/10 gold bar from NTR Metals. That's why in PMX PR (or was it Meris' interview?) they said that the company is not going to compete with online PM dealers. Probably they assume that people will pay premium for the brand, rarity, and low mintage. Theoretically it's possible. But you need to establish that brand first. I've seen how unknown PM sellers were rising from nowhere: First Majestic, Monarch Metals, Provident, PG&G, Texas PMs. All of them started with selling gold/silver items at or below the spot price - to get their share of the market. That's when they attracted my attention and I bought first items from them. I doubt you can do this by pricing your item like PMX does. It would be interesting to see the statistics of sales in the next report.
IMO.
