There was also, a not-so-subtle bidding mentality that many who bid at auctions engaged in, which is "hey, I'm only a grand or two over the next bidder in line, which means I'm only out a few grand if I had second thoughts and wanted to unload the name." It drives a lot of bidding.
Now that I think about it, yes, that's very true, and it also encouraged the retention of domains - I remember watching auctions result in insane prices for names that were palpably worse than the similar ones in my own portfolio and thinking, wow, I wonder how much all mine would fetch?
Of course, it was more than a little suspicious that very few offers ever materialized in the real world, but the general inflation that auctions displayed acted as a sort of yardstick and a comforting form of validation, easing the doubts we had about continuing to build our portfolios and strengthening our willingness to pay a "mere $59" to grab names that must, surely, be worth at least that if similar names can go for thousands.
I wonder: were Snapnames allowing Brady to get a partial refund on the domains he won because it was understood that part of his function was to create the illusion of regular, notably expensive sales, that would make what other people were spending seem more reasonable? Was Snapnames refunding him their share of the profits on those particular domains, while the dropping registry had to be paid their full 50% or whatever? So, Halvarez could safely bid twice what any given domain was actually worth, and Snapnames were happy to forgo their commission on those high profile sales because they were oxygen for their market as a whole. If, on the other hand, the competing bidder took the bait and was willing to go above Brady's artificially high limit, well, hey, that was even better - publicity
and money in the bank for Snapnames!
Even the losing bidders, though disappointed, would have been somewhat pleased that the domain they spotted had, indeed, been valuable. They would have picked themselves and resolved to have the balls to put more money on the line next time. It also would have made them even more confident that the time and money they had already put into domaining was well-invested, even if their current sales or parking revenues failed to support that.