When Heritage sends you a "free auction certificate" does that mean you got a good deal?

When does Heritage send you "Free Auction Certificates" (i.e. you are entitled to sell the coin through them with NO seller's fee)?
Is it when you buy a coin for less then they thought it would sell for?
Is it when you buy a coin for less then they thought it would sell for?
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roadrunner
As someone mentioned, nothing is free!
Tim