The issue is that the company who's making the coveted product is in an excellent position with the hype that's generated by product literally flying off the shelves.

It's like a nightclub. They could let in everyone but they would rather have a queue outside because scarcity generates hype.

There's a product seemingly every holiday season that is THE hype product, whether it's Furbies, the Wii or the graphics card du jour. Let the market handle it in this instance.