Auction prizes for the lowest bid

At first, bid4prizes sounded like a lot of fun. I thought it was the opposite of Ebay, meaning that instead of the highest bid on an item wins, at Bid4Prizes, the lowest unique bid wins the prize. These aren't items put up on auction by individuals, but rather they are prizes you can win by playing the game. It sounds simple enough, but upon watching the instructional video I became confused. You must have a cell phone in order to play, which seems fishy to me. You text message your bid and they will text back to let you know if you are the low bid, or give you hints as to what the low bid may be.

If you are the lowest unique bidder at the end and win the prize, you don't pay the amount you bid. You don't even pay shipping - they will send you the item absolutely free. So now I am wondering if the other people who bid have to pay? I looked at the Frequently Asked Questions and couldn't find an answer. They do offer online customer support, as well as a toll-free telephone number to answer more questions. I think there should be more information on the website to explain the process and possibly a way to bid without requiring a cell phone number.

Of course, if I were to play I would go for the prize of one million dollars, which I could find many uses for. I would bid $3.13 because that is my daughter's birthday and because of her, I no longer think 13 is an unlucky number.