As the company tried to grow the eBay marketplace from a simple online auction business to a fully-fledged online retail business, there were growing concerns from sellers that eBay was losing its focus on its founding principles, and hence its culture on which the success of the marketplace was built. Omidyar and Whitman had recognised the importance of eBay’s culture in its success, and were aware of the potential impact that rapid growth and the evolution of the product line could have on this valued asset.
Bilang ang kumpanya tried upang palaguin ang eBay marketplace mula sa isang simpleng online auction negosyo sa isang ganap na nasimulan online tingian negosyo, may mga lumalaking mga alalahanin mula sa mga nagbebenta na eBay ay nawawala ang pagtutok nito sa kanyang founding prinsipyo, at samakatuwid kultura nito na kung saan ang tagumpay ng marketplace ay itinayo. Omidyar at Whitman ay kinikilala ang kahalagahan ng eBay kultura sa tagumpay nito, at ay may kamalayan ng mga potensyal na epekto na mabilis na paglago at paglaki ng mga linya ng produkto ay maaaring magkaroon sa ito nagkakahalaga asset.