Two possibilities:
A. The bidding is rigged; the seller is having his buddies drive the bidding (or he's doing it himself via multiple accounts)... if they sell for an outrageous price, the seller makes a fortune (and maybe gives his "bidding buddies" a cut). If one of his buddy's fake bids is the winning bid, the seller just doesn't collect and the fake auction is over.
B. Someone thinks they're actually bidding on real, full-scale wheels.