Online markets for spectrum

I just learned about a new Florida-based company called Spectrum Bridgethat is creating an online market for spectrum.  Business Week reports that it could be a “game-changer for the wireless industry.”  Spectrum Bridge’s initial focus is organizations with campus-like physical infrastructure that want to deploy their own wireless network, but would get better performance and lower costs by using WiMAX in dedicated spectrum versus Wi-Fi in ISM bands.  I hope they get some traction.  Land Mobile Radio bands seem like a logical next step — some organizations sit on spectrum while their spectral neighbors are eager for more to meet growing demands.   Regulatory reform might be required to expand the markets, in particular to break down walls between Federal, other government, and business/industrial users. 

How successful do you think Spectrum Bridge will be?  What kind of hurdles do they face?  How can they overcome those hurdles?