I'd say: "Great marketing!"
This eBay auction lists a supposed limited edition of the XFX HD 5970 Black Edition #68, one of a thousand that card manufacturer XFX will ever make. As of this writing, the current bid is at $10,499 USD, and is scheduled to end on May 3. The auction even looks legit, showing pics of the unboxed graphics card and the hardware specs ... According to XFX, the card was stolen. The company supposedly released a warning to registered consumers, indicating that the hot hardware is now up for sale on the Internet, and to stay away. There was even mention of a criminal investigation.