Btw, the same section you quoted also says:
§ 2-328. Sale by Auction.
(3) Such a sale is with reserve unless the goods are in explicit terms put up without reserve. In an auction with reserve the auctioneer may withdraw the goods at any time until he announces completion of the sale.
Irrelevant, since we are discussing a previously unannounced self bid and not a reserve price. Your practice was at best untrustworthy, and if it were a real auction house, illegal.