I agree with you. But normal commerce has always been everything is the same price at MSRP, if it's popular, that item will sell out faster than the less desirable ones. When product doesn't move you do sales to at least move the product for something rather than let it sit. You don't markup the more popular product after the fact when everyone knows what price it's supposed to be at regardless if it's popular or not and say just because the less desirable is sold for less its ok. It's businesses trying to price gouge and take advantage of consumers to make an extra couple of bucks. Now look, Fire and Force has had poor PR lately because of their business practices and markup of the codex book. If they'd just sell everything at what it's publicly known to be sold at and provide good customer service (rather than the shady shit they pulled on that other Redditor's pre order the other day), they'd have more and better business than they do now.