An article in Sunday's London Times reveals first hand how some unscrupulous sellers on eBay (NASDAQ:EBAY) are defrauding honest customers out of their hard-earned cash. A reporter, posing as a well-to-do individual looking to sell high value antiquities, easily talked one of eBay UK's largest sellers into admitting that, oftentimes, the practice of shill bidding was used to assure adequate value for items sold on eBay.

In explaining how the process of shill bidding to inflate prices is accomplished, the subject of the interview stated:

"I've got some of my big clients who buy big items off me, I look after them. So I can get on the phone to America and say: Mr XXXX . . . you're a multi-millionaire. You buy a hundred grand's worth off me a year. Do me a favour would you. Just put - yeah. Exactly."

In response to the investigation, eBay claims that its new practice of hiding user ID's from view during the course of bidding has helped to address the shill bidding problem. I and many of my fellow sellers fail to see the connection. In times past it was fairly simple to formulate and chart patterns regarding systematic bid manipulation by specific seller groups, and we had success in shutting some of them down. Now however, there has been a iron wall placed between the identities of bidders and the balance of the eBay populace. This means that eBay itself is solely responsible for scouting its site for bidding violations, and I feel eBay's actions have made it abundantly clear that while the company will try to help, it's really not eBay's responsibility to protect you or your money.

I want to know: how does reducing transparency within the eBay auction venue result in greater safety for eBay buyers? It's problematic that eBay is only set to gain from high prices; if fraudulent sales practices do drive up final value fees, eBay's bottom line is given a boost. Obviously shill bidding is not an accepted practice; but why would eBay create the appearance of trying to hide it?