Tuesday the airline announced it has inked a deal with Priceline.com, currently the most highly valued online travel agent that lets a buyer name their own price for tickets and tries to match it.

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The merchant does not know the buyer's name unless he or she reveals it -- just like with old-fashioned money.

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For one thing, the licensed federal firearms dealer who presides over a private sale could be required to report the transaction to the state without giving the name of the buyer.

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In truth, the takeover talk may all be bluster--so far, the only name tipped as a possible buyer was General Electric, a prospect quickly nixed with the release of GE earnings.

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No buyer will place as much value on the family name as your family will.

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"If I held these for a while, I could definitely make some money, " said the buyer, who didn't provide his full name.

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Holdings, a builder that operates under the Richmond American Homes name, may ask for an additional deposit if a buyer's interior-design upgrades exceed 13% of the base price.

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The release then tosses Russian billionaire Roman Abramovich's name into the mix, speculating the Chelsea owner could be a likely buyer--he's apparently on the hunt for a 100-meter plus yacht to add to his collection of the Pelorus, the Ecstasea and Le Grand Bleu especially as "the project's distinct resemblance to the Pelorus would be likely to have appealed" to the oligarch.

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The buyer is starting over, and is no better off than someone who just takes a name, starts from scratch and runs with it.

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