I really dislike this kind of "auction" where the sale prize has little connection to the real value of the offering. It's the bidding fees
that pay for the goods.
To top it off, this auction
was falsely advertised.
0.5 BTC was advertised as having a "retail value" of 5$.
Keep in mind that you don't need to pay anything to play, you can just as easily post items for free and earn credits to bid on other items. It's a bartering site first, and penny auction site second because that added twist makes the auctions fun. But you don't need to give me a dime to use any feature on the site.
Regarding the "retail value" it's sort of hard to put a real value on progressive auctions because the payout could be .5 or 4.5 bitcoins. But they way the site is designed you have to put a number there.