Wait, what? Horse has at least a year of show experience (quality and amount has yet to be disclosed), but is a “failed” show horse because it didn’t place at rated shows? Again, without any useful information about the shows attended.
Horses are priced based on athletic ability, level of training, and experience. Going around at horse shows for a year is experience. Maybe those shows give us information about the other 2 components, such as did he have a bunch of rails down (not careful), was he not making it around courses even with a pro (not well trained/has holes), or was there maybe some not so great riding and/or extremely stiff competition (so, doing pretty decently for first time out)?
Sellers can decide where they want to price the horse. They try to anticipate a price that the market will bear. If you are not a buyer who fits into that price range or you think horse is overpriced, then you can tell sellers you don’t want to pay that, and they can tell you good luck and send you on your way. They are not pricing the horse to sell it to YOU…they are pricing it as to what they believe is appropriate for a hypothetical potential buyer. Whether they will negotiate and accept your offer is one thing, but refusing to do so doesn’t mean they are being unreasonable.
I bought a youngster who has never set hoof on a show grounds and consider him a show horse because that was the job he was purchased for and that’s how he’d been cared for and developed in training. If same horse had some good rated ribbons, he would have been out of my price range.