Not enough people spend the time to research current gold coin prices when they move to invest. There is a lot to learn, more so than the current going rate for the metals. Not all coinage comprises the same standard or quality of metal, and many use alloys in their making. This lowers the value of that particular bullion.
All countries produce their own bullion that sell at different gold coin prices. Often the bullion will be a one off special release such as the Princess Diana 10th Anniversary bullion of which only 1,500 were produced.