and not only that. blodgett (surprisingly) makes a very good point (in a slate essay):
the goal of the the google boys is to get the stock trading with a minimal pop when it hits the market. so then, what's the incentive to buy at the ipo, where you have to guess the price? if the price isn't going to move substantially, you wait until you have more information and bid later.
so actually the very goal of the auction itself is a disincentive to participate in the ipo ...