What I personally find so interesting about this service is, well, actually not so much the service itself, but more the company that's behind this: Sony!
The fact that a giant like Sony jumps onto the "Virtual Stuff Auctioning"-bandwagon signifies how intertwined the realm of the 'real' and the virtual have become.
I find this real interesting: the continious and ever more rapid digitization of the physical world. And where do YOU think it's all going? What does the world look like in say 2035, 30 years from now? Check out Acceleration Watch. Check it out & spread the word..