I'm pretty sure it's directed at Canadians (the same way that if you log on to google.com they re-direct you to google.ca - you have no choice!)
It seems every time i see the main page of ebay.com now, it has some sort of Canadian based ad, the avoid border fees, buy in Cdn $, etc. What is likely funny, is that i assumed that it was an Ad campaign by ebay.ca, and that they were paying to advertise on the .com site, to get our $$!