This is the model for many collector/hobby businesses. The music industry is driven by this now. Limited editions for Record Store Day. Instant, "full" financial returns as everything sells out within minutes at best, or days at worst. No back stock and warehousing. Demand far outnumbering supply, so prices can easily be manipulated in favor of business. Creating a frenzy and a constant watch of a website or brand. Psychological warfare with the customer base, which in turn, sets customers against customers. Customers picking up multiple copies for resale as a possible way to offset the gouging. I imagine this is happening with knives, pens, guns, clothing, sneakers, beer/liquor, and just about anything with a brand-minded, hobbyist market. Turning people who aren't collectors into collectors for a sense of rarity.