That black SJS looks like an ordinary plain jane, to me. So, there must be some hardcore Weber kettle box collectors out there! It has to be the model #, exclusive only to Target on the label, and that "grill it," logo on a red wave, on the box. I also wouldn't be surprised if the seller used a second account, as
@LiquidOcelot pointed out, to get in an automatic bidding war against himself to draw interest from curious Weber kettle collectors out there. The seller is just trying to build up hype to make that "grill it," logo on a red wave box seem like a limited or special edition, so he can relist it as "rare," to draw up even more attention.