eBay's Viral Effort?

Adland noticed some strange and interesting ads running on Yahoo. They pointed to a website, Whatis-it.com. All signs point to this being a campaign for eBay, and the assumption is that they're launching a redesign within the next day or so.

I found the videos on the site to be pretty entertaining and witty. I know the point of this was to arouse curiosity about what "it" "is"... but from the chatter online, most people guessed it was eBay just by the color scheme being used. How's that for brand recognition. Wouldn't "it" be interesting if "it" was for someone else?

Update: Ben Popken posted here on the comments and brings up a great idea: is it maybe an effort for what "Ebay will do with Skype?" He points out that IT can stand for "internet telephony."