As a market liberalization policy to replace the unified feed in price, the reverse auction for energy projects has effectively improved the cost reduction efficiency of all kinds of energy all over the world, but in recent years, the project bidding operators have fallen into a profit bottleneck. In view of this phenomenon, this study modified the Associated Value Model and constructed a dynamic bidding decision-making framework to evaluate the optimal bidding price decision of energy projects with dynamic expectations when the project cost and output were uncertain. This article used the sample data of electricity price bidding and later operation of more than 3 000 large-scale power stations in Europe, America, and the Asia Pacific from 2006 to 2020. The results found that: ‡@ Almost all global energy investment enterprises would fall into the strange circle of ewinnerf s cursef caused by eoverly optimisticf expectations, and the actual operating income of the projects they held was far lower than expected. Driven by the pressure of business expansion, bidders were often more likely to underestimate the cost pressure and risk of project construction and operation and overestimate the power output and income stability of the project. In particular, after the cancellation and prohibition of the joint bidding mechanism, the bidding results became even more radical. Due to the unexpected technological progress and the continuous correction of the expectations of the bidding subject, the overly optimistic expectations exceeded the endogenous technological progress of the industry and became an important driving force for the continuous pressure on the decline of electricity prices. ‡A The current energy industry, especially wind and solar energy, failed to give full play to its potential. With the technological innovation of the new energy industry, it showed a more radical bidding strategy than thermal power projects. Under the pressure of involution bidding, endogenous cost optimization hindered the potential of new energy projects, and the current cost became the most important reason for them to fall into the ewinnerf s curse.f ‡B After considering many factors, such as the learning curve effect, in addition to the financing cost advantage of enterprises, the sample data did not find that internal and external factors, including experience and the market environment, could make enterprises jump out of this strange circle. Even in the past five years or so, the decline in project investment profits caused by the ewinnerf s cursef exceeded the factor of market technological progress and once became the main factor in the decline of power prices for wind power and solar energy projects. Therefore, a healthy and sustainable energy industry policy needs to be based on upstream continuous technological innovation, improve the capital market system based on green finance, ensure the provision of high-quality projects to serve energy consumers, and provide recognition and support from the capital market for energy project investors. [ABSTRACT FROM AUTHOR]