Yes the concept is also based on the sensation to win something, its not just buying discount product, you participate to a countest and your bids is based on your will intention. That mean that if you want more you should put more snapcoin in the auction, but it's not really an auction. The Snapup team keep saying that is a new economic model and it's not totally like a countest or an auction, but a different concept based on will intention.
I think the true question that he asked is, everybody can win ?
Because normally, there is no possibility that everybody can win, if there is a winner, there is a loser.
If not, it's not economically viable.
Even with the karma system, it would mean that good participants have a chance to have a good discount but bad participants to balance this could finally pay way more than the original price of the product (Via participation cost + the percentage of the product paid) to have something in return.