In the words of Evan Kwerel, "In the end, the FCC chose an ascending bid mechanism, largely because we believed that providing bidders with more information would likely increase efficiency and, as shown by Milgrom and Weber (1982), mitigate the winner's curse." The result alluded to by Kwerel is known as the Linkage principle and was developed by Milgrom and Weber (1982). (Milgrom (2004) recasts the linkage principle as the 'publicity effect.') It provided a theoretical foundation for the intuition driving the major design choice by the FCC between an ascending bid and sealed bid auction.