Well for one thing it’s a lot easier to communicate expectations to consumers at CES.

“Coming soon to auction at a price set by users, no idea what that will be though, good luck!” is much less compelling for consumers trying to plan their purchases in advance.

Being able to decide a price and who you sell your product to is a huge leverage. Nvidia can go to a retailer selling something they don't like to be side by side on a shelf, hey ditch this and we will make you a price. It is never that overt of course and it can play geopolitically too, hey government you want chips? We have chips and it would be a shame if the market grabs them before you, BTW don't forget my tax cut.