So the long awaited results of the 700 Mhz auction are finalized finally, with Google bluffing their ante (I'm sure someone has already said this was part of their game-theorized strategy to participate all along), and with Verizon and AT&T pushing forward to win rights to build-out. There are stories everywhere. Some suggest the results signify a victory for Google because they get the open access conditions without the associated expenses. Others suggest the outcome is a victory ultimately for consumers because they will receive more wireless freedom-of-choice. Perhaps it's both, but if you look closely at the FCC rules for spectrum sale in the US along with the subsequent build-out rules, you might learn that both Verizon and AT&T have lots of time to build-out these networks, and despite strong opinions citing winners, losers, bluffers, and callers, consumers may have to wait a minimum of 4 years or maximum of 10 before using real live services. The FCC rules for build-out state that 40 percent of the US population must be covered within four years, and 75 percent within ten years from the date of the spectrum sale. This gives VZW and AT&T 10 years to sit on this before flicking the switch. So, who do you think won?