Not so, if Milk.com was actually suddenly worth 50 million dollars, they would most likely receive multiple 10 million dollar offers in less than the time it would take for them to close on the first, leading to them likely moving to auction it or try listing it for a higher price.
Otherwise, the tactic of listing houses for less than the desired selling price in the name of attracting attention and relying on bidding wars to drive the price higher would never work.
Something is worth what people are willing to pay for it. If it hasn't been sold for 8 figures, and the owner is willing to sell, then it's not worth 8 figures.
Otherwise, the tactic of listing houses for less than the desired selling price in the name of attracting attention and relying on bidding wars to drive the price higher would never work.