Is it in bars/coins or in jewelry? I know that jewelry is harder because they factor in the costs of having it melted down later. For sure those “gold into cash” places are looking to buy low.
Depending when it was bought, it can still be a decent investment. But there are so many in coin form that have extra costs to it because they are “limited edition” or what have you, not making it worth it. (Or the commemorative coins that have very little metal value, and people buy it thinking their $100 Trump coin is worth $100 to anyone else. LOL.)
What really gets me are the people who buy metal from places who then keep that metal for them. So they own it on paper. Theoretically.