Simply because I've seen other numbers matching cars go for similar prices. A fully restored '69 convertible that was featured in HPP just sold for under $20,000 to a new acquaintance of mine. A '69 Sprint convertible, numbers match, just sold for less than the $4500 asking price (needing total restoration, but almost complete). And before buying this car, and afterward, I looked at a lot of listings from a lot of sources and found I could replace the '69 Firebird convertible with a similar condition numbers match car for around $17,000 (last year) but would have a harder time finding a car with all the options. The options seem to add more to the value than the numbers-match alone.
And my car is an example...not all owners will know or care about numbers match. Out of my whole collection of cars, I had only two that were not numbers match, and it was not an issue in my purchasing. The sellers made no big deal about it either.
Vikki 1969 Goldenrod Yellow / black 400 convertible numbers matching