When you say we need to exercise our intelligence, let me talk about Franklin Barbecue in Austin. It's quite possibly the best barbecue in the US, and they've sold out of brisket every day that they've been open. Officially, it opens at 11 AM, but generally people recommend that you show up at ~8 AM to wait in line. To the economist in me, this is a terrible setup. They could spend their customers' extra money; they can't spend their customers' wasted time. They should auction off the barbecue, which will raise prices and lower wait times.

The marketer in me suggests you're off the mark. How do you know that Franklin's bbq is the best in Austin? Because there is always a line and it sells out. The wait in line IS what differentiates their product, and its how people judge the quality in such a subjective market.

I imagine if you start an auction for the bbq, what you'll find is that in a few years you are making less money, as instead of being a good bbq experience that people drive in from all over Texas to try and tourists flock to, you'll be just another good bbq place in Austin.