There's a variety of second-order consequences that aren't addressed by simply trying to price out scalpers/capture excess willingness to pay. unethical_ban li

There's a variety of second-order consequences that aren't addressed by simply trying to price out scalpers/capture excess willingness to pay. unethical_ban lists some of them. There are others. For example, it is psychologically quite different to have scalpers say change prices every day or even every hour than to have a large company change prices every day or every hour for the same product. You can have considerable customer ire directed at the company in the latter case. In a similar vein to what unethical_ban said about lotteries for everyday people, the hype that a company builds with products at "everyday prices" just in limited quantities is different and targets a different audience than products that are priced at luxury prices, even if the product on a secondary market commands the luxury prices. Simply changing the price to try to deal with scalpers is an extraordinarily blunt tool that can run counter to many other priorities a company might have.