I merely want to point out that the penny auction is a new development in pricing that is only possible on the new online world.
In a penny auction an object is placed on the auction block and each successive bid that raises the price by one penny requires the bidder to pay the full auction price to that point. So that a $200 object that goes to the winning bidder at $9 may have had all of the bidders pay as much as $700 in total.
This is a great pricing scheme. Before the Internet the closest similar pricing scheme was the modern raffle where each person in the market buys a very low price tickets for a single chance at winning the high priced prize.