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On 29 January 2010, after a month of spirited bidding, 2009 Anthill Smart 100 honoree Apartmentreviews.com.au was sold for $8,700 on the website-auction site Flippa. In a message to Anthill, founder Shane Moore said, "There aren't so many Australian websites that sell for more than a few grand on Flippa." Moore is clearly happy with the sale price. But why $8,700? Was this a fair value?