The reason we are discussing this online rhino horn auction is because the prohibition on trade in rhino horn has miserably failed to stop the trade and save rhinos from being poached to extinction. Instead, the prohibition has created the monopoly for illegal traders that no one succeeded to stop.
Finally, today we are breaking the monopoly of illegal traders who've been poaching rhinos for the horn. Now, anyone can buy a legal horn without ordering a killing of a single rhino! 
Legal trade of the registered rhino horn offers a peaceful solution to supply the demand and get finances to better protect rhinos! 
It's rather a regulated trade than an unregulated prohibition!!!