"market maker" ?
That's pretty strong. I won't name all the people doing much worse, but lots of people do jobs that are only about profit, such as much of the finance industry, tech industry, etc. If she was a developer for Google's ad system, would you do the same?
So first come first serve is an okay way of allocating resources, but charging a higher price is not?
But all of this is sideways to when and whether scalping is moral or, at least, preferable in society. Not all actions which increase allocative efficiency are things we actually want in society.
Otherwise, kidnapping and ransoming children back to their parents would be a boon industry.
And your last two paragraphs are nonsensical, you are comparing the right to eat at a top end restaurant with the right to not have your kids kidnapped it’s downright laughable that you’d see such a moral equivalence.
> This is by definition increasing economic efficiency
Bespoke markets are by definition economically inefficient. There's a reason most people buy mass-manufactured cars, and it's not just the cost, it's that bespoke car production cannot make enough cars to meet demand.
At absolute best a bespoke market may sell a few more of a limited set of dining opportunities to others through the additional marketing medium. At better what bespoke markets do is maximize profit taking. At bad this maximization of profit taking channels money to the middleman that otherwise would have gone to the merchant (as there will be people who pay for a reservation and then order the cheapest meal at the restaurant, as they can't afford more). And at worst this makes it inconvenient for people to frequent the restaurant, resulting in an overall reduction of customers. The bad and worst circumstances can result in fewer operating restaurants. And artificial resource scarcity is the opposite of economically efficient.
The restaurant cares about increasing people's utility, not about only serving a the wealthiest fraction of people who can afford their food (those with the highest ability to pay).
Edit: The reservations also weren't free. For several restaurants I've had to figure out at what time new reservation open up, set an alarm and then still sometimes not get a seat because it's already booked out. When I traveled to Spain we had one place we called late at night our time to get a reservation. None of that is free. I'd happily paid extra to avoid this trouble and beer certain that I can go to the restaurants for which I'm traveling to another continent.
I don't think most people mind when a restaurant sells the moral equivalent of tickets to dining slots ahead of time. I've visited restaurants that do that, and had no problem with it.
The issue is that you were taking something that was free (open reservation slots), and then forcing people to pay for them if they wanted to dine there... when they could have just made a reservation -- perhaps farther in advance -- for free.
I agree that most people in the restaurant business aren't in it for the money (if they are, they've picked the wrong industry). But scalping reservations to their restaurants is making things worse, not better.