It's not supposed to be some red line absolute max price, but rather "how much is this item worth to you?" You set that as your max bid price. If you get it at auction for less than that, you got a good deal, but if you buy it for more, you got a bad deal. If someone outbids you, then maybe it was worth it to them, but you (supposedly) would not have wanted to buy the item for that much, and would rather use your money for something else.

For tricky-to-price items like unique art pieces, the idea that you can pin this down might be a fantasy, but for commodity items it's pretty reasonable. If you can buy the same thing at costco dot com for $500, then it's probably not worth more than $500 to you, and if at auction you get outbid and it sells for $500.01 then you'll shrug and go order the same thing for a cent less, having wasted only a few minutes of your time. If the item you're bidding on is discontinued (e.g. it's last year's model) but you can buy a slightly better one for $550, and you can spare that extra $50, then again you won't be too sad about getting outbid. Online auctions are more popular for used items, but again in that case you usually still have an idea of what a used item is worth to you.