He's one of the few that don't think that his starting bid was good enough to actually count as an 'end of the auction' bid. So he doesn't quite understand the purpose of putting up a starting bid. It'll never be over because he wants a specific amount of money that is not his starting bid.
The irony behind this is that he says that 100 mil is a cheep deal, and how great it should be for everyone to bid on this and buy it, but then he doesn't actually want to sell it at that cost. He wants people to think that this is a good deal, but then refuses to sell at that good deal.
I think the better question about this auction needs to be- How much money do you actually want to set as your starting bid?
