Under price property to start bidding war?

[Robert Mack]

I read an article in in one of the NJ RE blogs stating that

“if you under price by 10 percent, you are going to get a bidding war, even today.â€

The article say's that putting in a lower starting price will get the house more attention and ensue in more offers which can lead to the seller getting the price they really wanted for the house or even more...
What's everyone think about this strategy in today's market and has anyone tried it?
I can link to the article if it is allowed...