..and as a long time Power Seller on eBay, I would say they don't have a clue. They should have been using the eBay marketplace for months prior to this listing, building up to it...using it to both liquidate some inventory, establishing themselves as a legitimate dealer and as a marketing tool. Nobody takes a brand new seller with 0 feedback seriously, especially when the very first auction is seeking a sale of 55 million.
It's a novelty listing right now, just bringing in traffic from the curious. The ebay listing looks like a joke or scam to the eBay community. If you look at the listing, there is absolutely ZERO information about the seller, which is very crucial in the eBay marketplace. They could have mentioned they are a public traded company, told about their cable TV channel, their showroom in Dallas, their multi-level marketing, etc. They should have at least put some time and effort into explaining who they are by building up their "About Me" page...where most buyers will go to learn more about a dealer.
Major corporations like Sears, Best Buy, Target, etc., DO use Ebay...but their listings look like they are the real corporation. Right now, it looks like a joke listing by some teenager trying to win a high school bet; tossed up on eBay with some cheap clip art border. Not very professional looking IMHO.
News 
Market Data 
Discover 
