Johnaz denial runs deep. If you try to figure out the psychology of sellers it will really only frustrate you. I have posted ad nauseaum about that.
If you are looking for a deal then your best shot is to have your agent really stick hard to finding distressed properties. There is distress in La Jolla you just need to be patient and have a bulldog mentaility. Find people in distress, have your realtor contact them, (even if they are not selling the home) and see if you can work something out. Alternately don’t be afraid to submit lowball offers. When they say no politely thank them and call em back in 6 weeks and try again.
You are in no rush and the pricing you want will eventually come to you. Just have patience.