How do you gauge what is fair value for your option? the obvious answer is 'whatever the market can bear', but how do you know if the current value is above or below 'fair value'?
Fair value is mainly determined through put/call-parity. If the ATM put trades at 2.10, then according to P/C-parity the ATM call should trade (read fair value) at x.xx
There is no real fair value based on IV alone... because IV can (and does) change frequently, depending on supply/demand. If there is constant buying in the ATM call... MM's will raise the IV. Sometimes you don't see that buying, if it's done OTC for instance.
Also, if the bid ask spread is wide... and there's generally not much interest in these options, you would have to pay up to get executed... which means above midpoint. Fair value might still be midpoint, but somebody needs to get an incentive to trade against you... that would be you paying x.xx above fair value.