A TikTok livestream host waved an iPhone box, only to see 250 viewers bid on a teddy bear. High bidders were left scratching their heads when the digital prize wheel spun up empty hands instead of Apple devices.

These “Surprise Sets” are part of a feature where auction hosts create buckets of up to 500 products, and whoever bids the most gets a random pick from what’s on offer. The setup has drawn ire from frustrated viewers who paid high amounts for the chance at big-ticket items, only to end up with a cheap plushie.

The popularity of Surprise Sets is a microcosm of how gambling-like interactions dominate online experiences. From prediction markets and sports betting to reality TV wagers, people can now place bets on almost anything. But the lack of regulation means platforms like TikTok must police their own content, with recent changes banning iPhones from Surprise Sets.

Gambling experts are concerned that these live-auction Surprise Sets could be harmful for younger viewers and prompt riskier behaviors. An early win can be a precursor to gambling addiction, particularly among the under-25s whose brains are still developing.

While TikTok has cracked down on certain items, the stench of gambling culture continues to linger in these interactions. The immediacy of these auctions is especially enticing for those with less time to think, delivering a constant dopamine rush that can be hard to resist.