I don't know what's odder- the fact the guy thinks he'll get forty bucks for it or the Pokemon reference in the title of the post. (As in oddly unexpected.)
Things are worth what people are willing to pay. I have some old TV Guides that sold originally for 15 cents. Today I feel a dollar a piece is a fair price. Some people buy them for a lot more. As far as the Pokemon thing, maybe he's hoping for more search engines to direct traffic to his item.
H-Q went to the hidden picture under the puzzle pieces well at least a couple times more on HR and Battlestars. They must have liked that concept.