What happens to unclaimed luggage?

Is This Your Luggage logo

After a period of search, those unclaimed luggage at the airport gets auctioned, and someone has developed a bizarre hobby of buying and photoing them as something he says less odd than stamp collection. The guy then thought of creating a website he called IsThisYourLuggage.com to help find the real owners of the unclaimed luggage, showing photos of the luggage and all it’s inside content. Who would want to go really to claim his publicly disclosed missing underwear? Unless there’s something else more fancy in his bag.