I really don't think current market system and changing it to immediate bid will change BB revenue dramatically, so I don't think we should focus on it.
And nope, being online at X time is not a skill but not always the most skilled should be the best. you must have skill and you must put in some time and effort in order to be the best. That's the ideal formula I would like to see in this game.
I am not saying everything is perfect but free market is the best way to keep a fair, healthy and safe economy. Nothing is perfect but free market is the key as I see it.
If all I would change the market and just make everyone take their player for free and let the market set it's price. (Like Free Agents in the past)
User's bidding immidiate bids for a player will open a huge door for cheaters.
The idea is that there should be enough players for everyone and if you miss on one player you'll find a different one soon enough.
"Did you miss me??? - "With every bullet so far..." Al Bundy