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The winner's curse in a jar-of-coins auction

Asked at Optiver, SIG

A jar of coins has an unknown true value VV. Ten bidders each independently estimate its value, say each estimate is VV plus a noise term uniform on [10,+10][-10, +10], and the highest bidder wins and pays their bid.

If everyone bids their own estimate, what happens to the winner? By how much should a rational bidder shade below their estimate?

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The winner is not a random bidder, it is whoever's noise was the largest positive. Condition on the event "I won."

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