It would be very easy to accidentally kill this whole thing by messing with the economics. Rationalize the price too much and the price might become rational.

It would be very easy to accidentally kill this whole thing by messing with the economics. Rationalize the price too much and the price might become rational. Being an asset class depends on people treating it like one, that is, as a way to make money. Getting "market" price for the shoes in-store comes at the expense of middlemen, 3rd party auctioneers, investor-collectors, arbitrageurs, etc. Those people are what make Yeezys "an asset class." These things fall apart when you get too greedy. They already create a flamboyantly artificial scarcity. Trying for "market price" as well is probably too far.