Its been my experience that the inexperienced newbie eBay bidders are the ones who are most likely to go bid crazy and pay outrageous amounts for the items they are trying to win.
The winning bidder will have bidders remorse this morning.
And may very well not even go through with the purchase. Although, I still think it would be a cheap way for Sony to hype it up. The two people who bid it up have only been members since October and only have one purchase between them. It just does not appear legit to me.