Auction to name fish nets $2 million USD

From a story by Juliet Eilperin in The Washington Post:

MONTE CARLO, Monaco, Sept. 20 -- An auction of rights to name 10 newly discovered species of fish raised more than $2 million for conservation efforts in eastern Indonesia on Thursday night, setting a record for an event of its type.

The black-tie soiree, hosted by Prince Albert II and sponsored by Conservation International and the Monaco-Asia Society, featured species found last year in the Bird's Head Seascape, an area in the northwest corner of Indonesian Papua. Prices for the naming rights ranged from $500,000 for a Hemiscyllium shark from Cendrawasih Bay to $50,000 for the Pseudanthias fairy basslet. The identities of the winning bidders, and the names they chose, were not immediately disclosed.