Just remember that that money goes to help the musuem and that could also be part of why people don't mind bidding alot of money. I have seen items that were sold there sell for a considerable amount less elsewhere, eBay included. I remember in 2002 someone paid over $200 for a bottle of Pappy 23 when that particular release was still available online for $130, some places a bit less.
On eBay and at the annual auction to benefit the Oscar Getz Museum in Bardstown, rare bottles sell in the low hundreds of dollars. The brand doesnít seem to matter.