Leveraging the power of the Web, behavioral economics and an applied branch of game theory called auction theory, Rackup is surfacing today at TechCrunch50 with a bold play on online auction platforms and the audacious goal to disrupt the $100 billion gift card market with it. Unlike most web services in this field, Rackup isn't about offering a trade or resale platform for gift cards but does something unique, basically offering the auction winners a way to always get more value than they pay for no matter what. The goal: bringing the 'Black Friday' feel into people's lives online, every day. TechCrunch50 Conference 2009 : September 14-15, 2009, San Francisco