Since I posted that I've seen a couple more slight different variations, like the "view similar items" button on each search result popping out a smaller panel underneath the result rather than taking you directly to a page of hundreds of [less and less] similar results first.

here was a search for Jodi Arias.

Nice touch on the "ebay lifestyles" ad, and the "people who bought this also bought" part inside the button listing. wow.

There was a lot of supposedly related items underneath that, in the cropped part or if you clicked 'see more' in the pop under panel.