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Exactly what kinds of buyers are they trying to attract by listing on Ebay?

Sure, the price is right, but their choice of sales vehicle doesn't make me take their business seriously.

It feels like a stunt: create the ebay listing, then have something unusual to blog about, with the hope that the blog post generates attention.

The buyers (if there are any) heard about it through blog aggregators or social news sites like this one.

The price is right? I'd love to see your working for that calculation.

To clarify - the price of selling on Ebay seems right.