I do not follow your reasoning here. What do you mean by "the market failure of non-competitive markets"?
Seriously, this stuff is econ 101. Ultimately auctions are about bringing together as many buyers and sellers as possible to produce as much liquidity as possible. Fair auctions naturally attract more buyers and sellers than unfair auctions. If the auction is unfair to say, buyers, then you'll have fewer buyers using them than auctions that are fair or favour buyers, which in turn means that sellers will get access to fewer buyers, so they'll go somewhere else.