Let's say the seller has a reserve of $65,000 and very few people are seriously interested except for a couple of guys. One guy (let's call him George) figures he can live with white and would pay $50K. The other guys is named Mark and he only would buy a red car (or yellow if it was really cheap

Even though George placed a max. bid of $50K, the next increment to Mark's bid is $23,300. Since George's bid didn't trigger the reserve, $23,300 is the highest bid seen.
At least that's the way I understand it works.