To reinforce its "Bid to Buy" model and educate members about the values that can be found on its site, eBay launched the "What's it Worth?" Sweepstakes. Consumers played this brand-centric, "Price is Right"-style game by guessing the selling price of various items. Each guess earned a sweepstakes entry.  Answers to questions are based on actual eBay selling prices, which consumers found by navigating the site.