Well you came back and followed it up, so that proves you were not merely advertising. What that auction site needs to do, is somehow persuade lots of dealers to auction things on it continuously and at the same time spend lots of money on promotion to get the audience there. When ebay was just starting out, there was no ebay to compete with it. Now ebay already exists with it's massive audience and amount of lots it's practically impossible for any newcomers. Auction sites that start themselves now, need a lot of money or to be tied to an existing brand. If I were to start up an aution site I'd find a few thousand things to auction first and spend as much money as I could on promotion.