Why weren't there expressions of interest in an A-league license from Auckland before the APL made their intent to expand there clear? Because you have to know that there's an opportunity before you can look to invest in it, and nobody thought that the A-league would add another team in NZ any time soon until the APL made it clear that that was precisely what they intended to do.
What kind of investor wastes thousands, potentially millions, on a bid for a license without being reasonably certain that they're going to see a return for that investment anyway?
When was the last time that such an unsolicited long term bid (ala Bombers, Pirates, CC, CQ, Western Corridor, Brothers, etc, etc) was actually successful anyway?
Also what person who looked at the situation from an objective and economic perspective genuinely thought that NZ was a realistic chance of getting the 17th or 18th license over larger Australian markets like (e.g.) Brisbane and Perth that offered obvious commercial advantages over another NZ side?
Nobody but dreamers is the answer to that one, at least not until the current boom the sport is benefiting from in NZ made itself apparent.
Allowing the presence of bids to dictate the sport's future expansion plans is stupid on face value anyway. The NRL should have a good idea of where they want to go, why, and rough timeframe of when, then they should make it happen. Not allow the handful of loonies stupid enough to invest in an expensive bid for a sports franchise without any set timeframe for the next round of expansion, or reason to believe they have any chance of winning a license, influence decisions on the future growth of the sport.