Theoretically, these auctions could (and should) continue indefinitely, because every time a new bid is placed the remaining auction time is extended. Because

Theoretically, these auctions could (and should) continue indefinitely, because every time a new bid is placed the remaining auction time is extended. Because of this indefinite extension, and because the way most people play this auction game is by spending up to a certain percentage of the value of the item (<= 100%), it's definitely a gambling game. You're gambling that some other new bidder will not happen upon the auction before your bidding allowance runs out. If they do, you're screwed. If they don't, you can win. That's the most important reason Swoopo funnels as many bidders as possible to as few auctions as possible - it drags out the auctions, allowing them to collect as many bids (dollars) as possible for the fewest prizes delivered.