In my above sentence I was talking about the scenario where you win goods outright (no gift certificate). In this scenario how would the comany handle the expense, and how would the recepient handle the receipt? I imagine that if the company makes or reselles the equipment and their cost was $1000, then they would essentially have a loss of $1000 (cost of goods sold = zero, cost price of goods sold $1000). Only in this case do I think you can potentially use treasury regulation 1.74-1.
(2) If the prize or award is not made in money but is made in goods or services, the fair market value of the goods or services is the amount to be included in income
However, in the original scenario where you buy a beer maker of your choice from their store with the gift certificate, the value to report as income is I think min($2700, actual price), even if EBay buyers claim it is less than that.
Also, we had a long post a few months ago about whether EBay prices can be used to justify the value of goods in determining the price of an estate -- Is the marketplace of EBay sellers or professional appraisers more reliable in determining the price. This post sounds a little like that one.