How to best sell a good? Should we auction it like in movies? Since the 1960s, economists have addressed this question mathematically and found surprising results. Most notably, in 1981, Nobel prize winner Roger Myerson proved that most auctions you could think of would win you just as much as any basic auction, but that, as well, you could do better using his approach. Since, today, billions of dollars are at play in online auctions, you can imagine how hot a topic it has now become!