I guess I fall under the slightly unpopular opinion on this.
As a person who only buys on eBay, I figure sellers have right to their minimum price. I'd much, much, much prefer they do this through a reserve or simply a minimum bid if only to give me a heads up going into the sale. But like most things in like, caveat emptor. I have to be willing to pay up to my max bid. The card, ultimately, belongs to the seller and he can choose what the minimum he should sell it for is.
Generally, I try to "beat the system" by putting in a very late bid that doesn't give time for a bidding war with another interested seller, which I guess has the side benefit of not a lot of time to shill bid underneath it. And if I enter a bid of $30 and hope to get the card for less but get it shill bid up, I might leave with a little sour taste in my mouth from the seller, but I won't feel ripped off. Again, at the end of the day, it's his card. If I were trying to negotiate a sale one-on-one, no amount of begging, pleading, cajoling or whining is likely to move the guy off his price. No amount of "dude, I am your market for this card - no one else really wants it" will convince him. He gets to set the value because he owns it.
The people most "hurt," I guess, are the people who are relying on those sales to set values and basing further things off that sale. But unless the card is extremely limited in number, you're going to have an average that should help minimize the impact of a sale that's not in the same ballpark as the rest. And with 1/1s, well, again, it's his card. He gets to set the price no matter what I think the "market price" is.
This all assumes that the shill bidding in question is blindly bidding up a card as opposed to the type where the shill bidder goes above your price to find your max bid, retracts the bid, then enters something just below it. If they're willing to keep the card because the bids in question don't meet their minimum price once shilled up, then fine. His card, and his risk with setting his minimum asking price is that someone might not bite that high, just like with negotiating for it in person. It's also something that could feasibly be done at a live, in-person auction. The second way is exploiting the electronic records that wouldn't exist in person.
I also think eBay should enforce its policies. They have a no shill bid policy that is toothless because they don't enforce it. They either need to enforce the policy with some regularity or drop it all together.