That happens because you specify a maximum bid (say £10), and then every time someone makes a bid that is higher than the current bid but lower than your max bid, you automatically out bid them. The same name is on the bid history about 4 times in a row because 4 other people have placed bids that the original bloke has automically outbid.
The first bid placed by me was a fix tho!
I'd also add that it's not me thats selling the box, and there is some quite good stuff in there!