I have to agree there, I've been bidding on chips lately by setting a max bid and if it goes over that point, c'est la vie. Now that having been said, there are times I'll stumble across a chip, sometimes at the last moment, and I'll place a bid right then and there. Sometimes it might be within the last minute, sometimes it might be a half hour before the bid ends. I've watched chips get sniped out from under me, and rarely will I up a bid at the last minute unless it's a chip I really want to own.
But usually I stick with bidding early enough when I have a set budget. For instance, I see a few 'I' value chips, I might bid $20-25 max on them, and just see what happens. Sometimes I don't see another bidder, and sometimes it'll be the last second when someone bids higher.
That's just the nature of an auction system there. Like any auction, you can walk in at the last moment before that gavel bangs down, and bid higher.