It's a very clever website for whoever is running it. It basically looks like they are selling a LCD TV for example at £35. In reality you have to buy a certain amount of bids first and use these to put your bid in.
Because of how much the bids cost to buy, I worked out on one item they sold a LCD TV for what looked like £46 odd, when in reality because of the amount of unsuccessful bids used they made about £2,500.
Very little chance of winning. The customers who do have obviously got a good deal but the vast majority are just throwing money at it for nothing.