So far I haven't felt cheated. I have won one item. I've been 1 bid from winning other items, but I have a feeling that if I had made that 1 more bid I'd have been challenged for a lot longer time. They might have company ppl that have unlimited bids too to jack up the profits. Their bids are 65 cents rather than GoBid's $1.00 bids. It's worth trying. It has features to allow you to set up automatic bids limited by how many bids or how high to go.