The company behind Denarium, Prasos, has multiple business lines in the crypto space with Denarium being actually the smallest one. Prasos has over 80000 customers in its services at large and especially recently (due to Christmas), and this being an important auction, Denarium stuff has been pretty much pushed through all the other services of Prasos as well. That's basically the reason for the newbie accounts, as these are promoted outside Bitcointalk quite a bit.
In this auction there actually wasn't any true new accounts which was a bit surprising to me. The winner, even though technically a newbie account, has bid (and won) in our auctions previously.