Manufacturer sells to distributor who sells to retail. Retail is constrained by pricing agreements. They can't sell at a higher price because the manufacturer d

Manufacturer sells to distributor who sells to retail. Retail is constrained by pricing agreements. They can't sell at a higher price because the manufacturer directs the retail price. Scalpers are really just improving market place efficiency, but manufacturers know that demand is variable so they don't want to strictly limit products to the wealthiest consumers because there is plenty of data that doing so slows wider adoption. It's all about marketing and we know that right now affordability and limited quantity is an ideal mix.