Just a thought...
Given the universally-established 'auction identity' of its main competitor, how about making ebid a 'fixed price' website?
The main impetus for eBid's recent growth was the arrival of shop owners from the other side who couldn't afford the fees structure any more - but it was largely the original cost-effectiveness of shops that made people set them up there.
It would give eBid its own clear identity and set it apart from its auction competitor.
As word spread that this was the site to set up a shop in the true sense of the word, I'm sure many people would be attracted by the feel of it, not to mention the immediate bargains to be had. It would get talked about in its own right.
The objection might be that there are Buy-now prices on most auctions here anyway, but in that case why not go the whole way and create a shopping centre identity and get talked about independently of you know who.