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I think the video LegalEagle uploaded explains it quite succinctly: for the sale there was a certain split between the debtors, the debtors with the largest portion were willing to forego a portion such that the other debtors would get a larger portion if The Onion’s bid was the winning one. In effect, the other debtors would get more money out of the 1.75m than the 3.5m bid, and the debtors that ‘got less’ are the ones that offered the money in the first place.
It is surprising how many people don’t realise the spoiler effect inherent in first-past-the-post makes running as an independent an bad idea: you are more likely to split the vote with a candidate who agrees with some of your points, causing both of you to lose, than being able to bring change.