I don't think it looks like a scam at all. I think it sounds genius, but it can be tricky to make sure you receive a deal. Basically, each bid costs 75 cents, regardless if you win or not. And each bid raises the price 15 cents. So essentially, the losers are helping the winner pay for the product, so the winner gets a big discount. A product starts at 15 cents, say ten people keep outbidding each other, and the auction ends at $60. So the winner pays $60 plus 75 cents per bid - split the total 399 bids equally that would be $30 for the bids and a total price of $90 for the product. But the site also made 75 cents on each of the other 359 bids made by the losers to drive the price up, a total of $269.25. As long as the product cost the website less than $359.25 (total bids + final selling price), they came out ahead. But as a user, for every good deal you win, you'll probably lose money on other products that you don't win. 5 small losses and 1 huge gain and you can still come out ahead, but it would be tricky.