eBay uses "dutch bidding". This is where the highest bidder wins the auction, but the winning PRICE is that of the 2nd highest bidder. If two bidders offer the same bid, the earlier of those wins.
So, A bids $55, then later B bids $75. B wins, but he pays $55 (or $55 plus the next price increment at that price level, which can be just a couple Dollars.)
Jon