Let’s say “Phil & Jenny” are a couple building a house and who need, maybe, 36 or so light bulbs. They are very frugal  but aren’t very green oriented and have a choice of buying the less efficient bulbs in a 36 pack at $36 or of buying 36 LEDs that last 25 times longer and use 1/4 the energy at a price of $144.

If they could get the LEDs at auction, what would be a sure-fire starting bid that would compel them to bid? $95? $75? $50?

How about the ridiculously low starting bid of only 1˘? Well, at that price, not only would Phil & Jenny be bidding, but virtually everyone else would be as well—with many of them bidding whether or not they actually need the product.

But, what marketing entity could possibly take the risk of making such an offer? Certainly none of the established marketing behemoths would be crazy enough to try this. So, who would be?