I agree! If it had the steel nose it might get close to $10k, but with a glass nose it's not worth more than half the asking price. Willys are spendy, but PU's not nearly what a coupe gets, and sedans even less than PU. But they still need to be more complete than that one. I know a guy who bought a very complete, rust free, whole running '38 Willys PU locally last year here and only gave $11,500 for it.
Seems the hype about Willys has made a lot of sellers ask unrealistic prices. All it takes is the occasional buyer to pay more than the going price; and then everyone else sees that as the new price setpoint!