They could easily do both. They could sell the first few for more and settle down to their normal price after a time. There isn't sustainable demand for a $30

They could easily do both. They could sell the first few for more and settle down to their normal price after a time. There isn't sustainable demand for a $300 steam controller, that's why they didn't price it there, not because they didn't want to sell for a huge profit. Ther is, however, a much smaller market of people who will pay a premium to be first, hence the resellers.