Imagine the scene… You'd like a new car. You'd like a top-of-the-range new car. And you'd like it for a decent price. So you have a look around, and pretty soon, you have a bundle of car brochures in your hand with a variety of models and prices. Do you then email Audi, Porsche, Fiat, and Volvo (for example) and say ‘OK guys, I have some money to buy a car, so let's have an auction to see who can reduce their prices the most and that's the car I'll buy’?