>> he is not setting the market price. That's not what price anchoring is. In this case, the price anchoring is relevant only when a startup walks in the door

>> he is not setting the market price. That's not what price anchoring is. In this case, the price anchoring is relevant only when a startup walks in the door of Freds office (figuratively speaking) and asks for money. He is anchoring the price not to many people, but to people who come asking him for money.