I just noticed up under our 'preferences' area on each newly listed listing it specifies that we are registered as a 'private seller'.
Here is a well known Powerseller's preference area below.
evalueville ( 60711)
Feedback Score: 60711
Positive Feedback: 95.0%
Member since Jun-10-99 in United States
Registered as a private seller
As you can see, something is definately up.