The first photos of Sandra Bullock out without wearing her wedding ring sold to Entertainment Tonight for reportedly nearly $100,000. But, why were they worth so much?

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When photos of Sandra hiking in California without her wedding ring on showed up, Getty Images photo agency contacted magazines and television outlets wanting to know their bids, PopEater reports.

According to a magazine insider, after about only an hour most magazines pulled out of the running when the bids reached $75,000.

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Photos of say, Brad Pitt and Angelina Jolie, used to sell for $500,000, but that hasn’t been the case anymore.

PopEater looked into the “celebenomics” of why these particular photos of Sandra were worth so much.

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“It is the first picture. Everyone wants to see how she is doing, and this is the first time you’ve seen her since the incident other than that crappy picture of her all covered up,” a magazine insider said.  “We saw the same thing with Tiger except that photo didn’t go to auction, it was released by Tiger’s camp.”

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But were these photos of Sandra a set-up?

“I don’t think Sandra’s first photos were a PR stunt, but that could be because I may be a little naïve to think that ‘America’s Sweetheart’ would care to drum up a stunt considering the delicate nature of events,” Tamika Morrison of TWS Marketing said.  “However, I do believe she wanted to allow photos of herself to indeed show the world and her fans that she really is OK. Trust me, when Sandra is ready for the media to hear her side, she’ll have more than enough options to choose from — an easy ride for any PR person or team in my humble opinion.”

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