I hate it! I noticed my listing that ends in 4 hours is shown AFTER listing that ends in 18 hours!! I sell authentic Swarovski items, made by Swarovski and bearing the swan logo yet fake items that are posted as "Swarovski" (only resemblance is it sparkles too) take precedent as "Best Match" over my authentic items. I also noticed that many auctions that end within a minute are down at the bottom of the list, preceded by listings that have hours to go.
I can understand eBay feeling the need to "reward" their best customers and I have no problem with them showering them with gifts or other perks, but not at the expense of other sellers. We all pay the same for a listing and it makes no difference if we sell one 99 cent widget a month or a dozen million dollar items, we all deserve to have our products marketed equally. History has shown that such practices of favoritism is an invitation for corruption (kick backs, protection money, extortion) and limits freedom of expression from the little guy trying to make a living.