Even in the case where you are willing to put a lot of money into a "full price" auction, the ability that someone else has to put one dollar + auction price in and defeat your 2 * auction price dollars in bidding + auction price makes it unlikely you will win without "investing" radically more than the value of the product. (Especially since they are trying to create a bidding war between 2 or more people each of which are unaware of the "sunk cost fallacy", or at least not able to act on it.)
I'm not sure what metric you would prefer, but if you feel it's dumb and not gambling, I would invite you to try it. Me? I'll be over here, not trying it. I can work the math. But feel free to let us know how it goes.
If you'd like an easier metric, just go to the site and find a currently active item. Simulate yourself hitting the "bid" button, and keep track of how often you do it, and whether you win the item. Until you sit there and watch the counter in real time (as I did on a couple of items), you can't feel how this site works.
(And since Swoopo may end up here, I'll repeat what I said on my blog: I am completely uninterested in hearing from you, Swoopo.)