Ignore the all-too-familiar bizspeak paradigm shift and business model (among other phrases). Instead, focus on Internet entrepreneur Nissanoff’s germ of an idea, spawned by eBay and a fairly new luxury auction e-company that just could curb America’s love of materialistic spending. Think of the brilliant “pre-owned certification” programs hawked by such upscale brands as Lexus, Rolex, and BMW. Consider millions of gifts and items left languishing in closets, thanks to duplication or nonnecessity purchases. Remember the rage over Beanie Babies, a true phenomenon in e-trading. All of those trends, coupled with a yearning for alte zakhen (“old things”), may well convince U.S. consumers and companies that temporary ownership has its psychic and financial rewards. The author is persuasive, acknowledging present-day e-auction issues such as the lack of true liquidity in specific categories and forecasting a dramatic rise in auction facilitators, “dropshops,” restorers, and new market channels. But the underlying question still persists: How many Americans will truly change buying behavior to create a robust trading marketplace?