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Could someone explain this scenario about Google's involvement in the wireless spectrum auction?

Could someone explain this: What will that mean? If history is any guide, Page’s idealistic impulses could result in a vaster, more sprawling company. In 2008, Google participated in an FCC ...
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Why would a seller at an auction set their reserve price hidden?

I've encountered auctions online where the seller has set their reserve price hidden. What are the benefits to the seller that would cause them to do so? As a buyer, if I see an item I like, I may ...