The problem with the TRAFFIC Dublin auction was twofold. The most obvious was the insane reserves on lacklustre domains. The less obvious one was the poor quality of many of the domains. Unlike the US, most of Europe has strong ccTLDs in each country. Some of these ccTLDs are larger than the .com market share for those countries. Other TLDs like .net, .org etc are third or fourth choice registrations at best. The .eu ccTLD is a joke in the European Union and taken on a country by country basis (Eurid publishes country by country break downs of registrations), it represents, on average, less than 10% of each country's domain footprint. There were some good domains at auction but the reserves killed most of them. As for the old aphorism about the US and the UK being two countries separated by a common language, the Americanisms such as babydiapers.co.uk and bookstores.co.uk demonstrated that what may work in the US dominated .com does not work in the UK.