[While eBay's TV strategy attempts to persuade more people to buy on the site, it also hopes to shift the perception the public has of the online auctioneer. As it moves well beyond collectibles, eBay wants to remind potential customers that they can also purchase mass-market items like cars and computers on the site.] We get defined by the weird stuff, ... You're shifting a perception that people already have, [which is] better than having no perception at all. Jim Davis