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Actually, this is not really surprising to anyone familiar with ebay - it just confirms what we know - that ebay is just a place for small time would be lamer merchants to open their store and get the exposure to large number of shoppers. The problem is that people still perceive ebay as a place which auctions used stuff for dirt cheap, that is a place to find great deals, but in reality this is not really what's mostly going on at ebay.
And the article wrongly says "ebay is not the only game in town" but that is not true in a practical sense, since ebay is really the only place which has a critical mass of shoppers, and that's why they can get away with charging the exorbitant fees thay they have.