Yeah, for established brands like Sony who expect to have long recurring relationships with customers, it wouldn't make sense to run auctions on products becaus

Yeah, for established brands like Sony who expect to have long recurring relationships with customers, it wouldn't make sense to run auctions on products because you're just going to upset people and no one will think you're making mass-market products any more. The same goes for some popular musicians: they could make more at a particular show by auctioning off tickets, but they often go out of their way to have a lottery and prevent people from re-selling tickets at higher prices. It seems possible that a large housing developer has similar incentives.