eBay had a problem. People increasingly saw it as a garage sale. Winning auction bids had lost it's allure. And, eBay's move to feature more new items invited unwanted comparisons with Amazon. To us, though, the quintessential eBay experience wasn't about shopping, it was about finding. To help reframe eBay, we blurred the line between new and used and made online shopping more emotional. It's not the place you went for everything, it's the place you went to find the things that meant something.