The Dutch Auction concept has been the way flowers have been sold in Holland since the 1500's. There are two aspects to it:

1) It is time limited with a very visible clock letting the bidders know how much time is left in the auction

2) Over time the price automatically drops until the moment when someone bids - and that bid will win the item at the lowest price.

In the Dutch Auction the winning bidder truly wins - for they buy what they want at the lowest price - whereas in a typical auction the winner pays the highest price and often viewed by others to be too much.