Yes I understand and I do see your point. I wonder if the problem can be solved semantically. Instead of thinking of the company as the scalpers you want people thinking of the launch event as an auction. I don't think people would be so fickle if you framed the practice as “launch auctions”. Then it would be clear to everyone that there is no msrp until the supply and demand stabilize. And people would be at liberty to pay whatever they thought a fair price for the item all things considered. If someone else bids higher, well, tough luck.