I wouldn't spend 10k on a graphics card even if I was filthy rich, it's like spending 10k on a bike that in 2 years time is outrun by a stock bike. I mean really, the value of a graphics card is in the bang for the buck it gives you not the shininess.
Some may say this is shady, but it's brilliant marketing either way. Lets face it, all marketing people usually do is create another lame, psuedo-edgy commercial. This obviously works better.
I'm not sure if this is regular to a 5970 or not, but from the pictures it doesn't seem to have a DVI port, just 5 (or maybe 6, can't tell due to shadows) HDMI ports.
I received a "promo" email from XFX and I don't even try to understand it.
I was so disappointed with my last XFX card and at 10k... forget it! I don't have this money.
If I had to guess I'd say all the bidders probably work for XFX so no actual money is changing hands. If you look at the bidding history you can see it was bid up from $1k to $10k by 3 people, and no one would be dumb enough to bid something up this high unless it was made of gold.