People seem to bid more aggressively for items with a red background.
Today’s invention is a related development for online auctions.
Items up for sale would appear in your browser initially on a white ground.
If you find your bid is say 30% less than the top bid, the item will now appear in your browser against a background that has been made 30% redder.
This encourages you to bid in proportion to the extent that your bid is short of the current highest.