So, how about those prices at Duemila Ruote, RM Sotheby's Milan auction last weekend? I'm convinced that part of the bidding frenzy was due to their absurd low estimates. A 1967 Porsche 911 S (albeit in very bad shape) with an estimate of €5.000 just sounded to good to be true. And it was: lot 228 was hammered at €65K, 13 (!) times the high estimate. If there is one thing I've learned from Duemila Ruote it is this: estimates have now officially entered the realm of marketing.