Several years ago, the company was tied to a syndicated show from Sony Pictures Television that never materialized. Then this spring, word came that it was working on a show for ABC--to be called "Buy It Now"--where families could put their "hidden treasures" up for bid and finance their dreams. But eBay pulled the plug on that one, too.

The advantage to either of those ventures, of course, would be a chance for the Web site to present itself as a force of good. Otherwise, its portrayal in the media can be dicey--with high-profile stories about deals gone bad. The latest came earlier this month when psychic Uri Geller threatened to sue eBay after his winning bid for one of Elvis Presley's homes was circumvented by the sellers, who allegedly hawked it to someone else.

Interestingly, an eBay representative told the BBC that Geller's bid didn't constitute a legally binding contract--a somewhat surprising admission by eBay, since it sounds a different tune otherwise. To be sure, eBay case law may still be unfolding.

The gray area took center stage in the June 6 episode of the Bravo reality show "Kathy Griffin: My Life on the D-List." The show--now in its second season - promises an inside peek at what life is like for a minor celeb, which is demonstrated through Griffin's adventures. In the episode, Griffin--a stand-up comedian who won fame on the sitcom "Suddenly Susan"--decides to give a fan the chance to spend a weekend at her home with her and husband. And she decides to auction off the prize on eBay, the implication being that Kidman, Zellweger, or another top-tier celeb would never open their homes to the mass populace and all its stalkers and other undesirables. (The eBay presence on the show was evaluated and ranked via research firm iTVX as one of the five most effective product placements last week.)

The bidding begins, and Griffin is surprised and flattered that people appear to be offering up significant amounts. The dollar figures escalate so strikingly that at one point Griffin asks: "Is this real, though?" Nonetheless, she presses on, making appearances on Jimmy Kimmel's and Tyra Banks' shows to promote the auction (which is for charity). Banks, who undoubtedly would never offer up a couple of nights at her place at any price, is bemused. "You're like auctioning like yourself off on eBay?" she asks.

As the hour-long episode rolls along and chronicles the Griffin auction, it provides significant exposure for eBay, some of it positive. For one, the site is facilitating a charity auction, providing the kind of PR lift eBay hoped to get from the proposed ABC show. It also shows just why eBay can be so enticing, with Griffin checking in several times a day to find out how hot the bidding is--a fever so many eBay sellers have undoubtedly experienced, especially the ones that can't believe someone would pay for the unused stuff that forms a ring inside their garage.

"Griffin" appears to be selling quite well as the bidding climbs over $10,000 and past $20,000. All the while, the show provides the uninitiated with some insight into the eBay wheeling and dealing process and offers multiple screen shots of the Web site.

Finally, the bidding ends at $28,000, and Griffin is pleasantly surprised. But her premonition that people may just be throwing out bids without any intention of paying comes true. The winning bidder reneges, as do dozens of others who placed bids. Griffin is confused. Even though eBay is exceedingly popular, Griffin, like many Americans, is unfamiliar with its ins and outs. You can just bid on something and then decide not to pay for it, she wonders. And this is where eBay--which was not involved in the production of the show and didn't approve or pay for the integration--looks bad.

"I guess you can just go bid on eBay and bid whatever you want and then just not have the cash," Griffin says. "I think they should all go to jail."

To be sure, Griffin is partly being tongue-in-cheek. But she highlights an issue that eBay undoubtedly wants to avoid: The buyer- and seller-beware aspect of what it does.

Perhaps eBay should help produce a show that clears up any uncertainty about the risks involved?