I don't think anyone has said that such advertising was undesirable. The contention has always been whether the return against the cost would be worth it - or even affordable.
There is the big difference...it's free advertising. The type of advertising that built eBay, and allowed it to grow to the point where it could throw money at such advertising and survive if it saw no return on the expenditure.Particularly when it comes along free and unexpected.
I haven't seen anyone say if it is actually eBid as we know it that appears, or just a coincidence in the name Pixar came up with for an online auction site.