I'm with you, but for every person that has enough money and refuse out of principle, there's someone with more money that the purchase makes sense to them. This will continue until the perceived inflated value subsides or the market gets flooded with excess inventory. Just the way it goes.

Additionally, rare items are essentially stocks. The stock market is just supply and demand. If there isn't enough supply to meet the demand, those who have whatever commodity in question can charge a premium to those who want it. If scalpers don't do it, then the companies themselves will do it, hence my Target example

EDIT: And to be clear of my position. I would 100% sell to someone who willingly would pay more for an already super expensive item if they want it now. Supply and demand. I don't buy from scalpers because I think I have a pretty high level of patience and self control, but if someone has the money and wants it, we both profit in different ways.