Unfortunately, there are a lot of mug buyers who have absolutely no idea how to look any way other than best match.

I don't see best match as the only problem. I'm sure a lot of my sales come from the ads that are placed on other listings, and of course the sellers with the most sales get featured the most, which means the favoured sellers stay favoured and nobody else gets a look in.

Unless they do things differently in the US, what they say about watchers getting an email when something is about to end isn't true. I get lots of emails about listings I've clicked on but never about items in my watchlists.