The value of anything is what a willing knowledgeable buyer will pay a willing knowledgeable seller.
I suspect the unknown nature of the site hurt them. Also, I think the enormous estimates may have put people off. It would be interesting to run the auction again on a better known site with either no estimates or much lower ones. I would not bother bidding $200 if I thought it might sell for $2000. But If I had bid $200 and somebody pushed me I might go to $400.
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- Lipton auction