This was pretty recent actually, but their was another case along time ago where a BMW went for $60,000 on ebay and because it was worth $90,000 the dealer didn't want to sale it for the auctioned ebay price
This is a case very similiar to that one. Both guys used the internet and car forums to pressure the dealerships to let the cars go for the auctioned price. If dealers don't want there cars to go for a low price they need to put the reserve price, the lowest price they will go for that car.
Ebay is serious business, especially for car guys.