There is no question that the three characteristics associated with eBayization not only differ from those that define McDonaldization but seem to point to less rather than more McDonaldization, McDonaldized systems were, and are, designed to limit or even eliminate variety and unpredictability and to seek to better Control the market. However, the basic characteristics of eBayization are superficial, and when probing beneath the surface, one finds the characteristics of McDonaldization that underpin it. More strongly, it is the McDonaldization of the basic structure of eBay that makes variety, (seeming) unpredictability, and (apparent) market-mediated control possible.