Amazing, isn't it? Last September, before the SSR was available for sale, production slots were selling in the $10000 range. It dropped gradually, to where right to buy auctions pretty much disappeared. If you click on "bids" on that particular auction, I suspect you'll find that some of the bidders have retracted their bids, once they realize what they're actually bidding on. This one is quite clear - "right to buy" is very well specified. Other similar auctions were very deceptive - no mention until the very bottom of the description that you were agreeing to an amount over MSRP.
A couple of auctions in January were up into the $40000 range - seems a lot of people don't read the fine print before bidding.
It's really surprising that a dealer would even try this when so many SSRs are available below MSRP. I guess it's their right to go fishing for dummies.