Let's see then.
The last time a chunk of the RF spectrum was auctioned off, it was to the mobile phone companies.
These sweet little organisations decideed that they could make a huge profit from the available space and duly bid a fortune for their chunks.
Strangely, it is now us, poor folk, who are having to stump up to pay for this expression of corprorate greed, in the form of our mobile phone contracts. (how much DOES it actually cost the networks for one to have a mobile conversation?)
Well, we now have another chunk of the RF spectrum up fo rgrabs.
I'd be willing to bet there's a similar view that the profit potential is huge, so the price realised will be commmensurately high.
Hopefully this time, it will be the TV to mobile services, Brussels, and the rest who win with services that, ultimately, people simply won't want, leaving a large amount of egg on the faces of those who've bid for it.