Picture yourself 10 years old.
The brand new Nintendo Switch you've been reading about online for months is about to hit the market. You've been eagerly expecting it for such a long time...
You're in luck, it comes out just a couple of weeks before your birthday.
So when your parents ask what kind of gift you want, you don't even hesitate for a split second: the Switch it is, of course!
Comes March 3. The timing feels so right! Your dad remembers when he got his own SNES back in the day.
$299+tax is a bit of a stretch financially speaking; your family is typical middle class, your parents aren't rich and have a few debts. Plus they have to get you Zelda along with the console.
But they know you've been making tremendous efforts at school in the past few months in order to get good grades; they promised you you'd have your Switch if you did, and you delivered. So now it's their turn, and they're happy to oblige.
They go to Walmart, their usual place to buy stuff. But no Switch. "When are you going to receive new stock?" they ask. The employee has no idea.
Your parents leave Walmart and go to a mom and pop store. "It's usually a bit more expensive", they say, "but at least he'll get his present". But alas, no luck there either.
"Let's check Amazon", your dad says. And Amazon he checks. Both your parents' faces blemish when they discover the only Switches available are marked up at least 100%.
They can't afford that.
They're left with no choice. Right after you finish your dessert that evening, they tell you : "I'm sorry dear, we can't find your game console anywhere." Your mom tears up a bit when you reply: "but you promised!"
"We know. We're sorry. We'll try to make it up to you."
Fast forward.
Christmas. The next year. You're finally there, with your Switch still wrapped in gifting paper.
In the meantime, one of your calssmates, the "rich" kid who always has everything before everybody else, managed to get one and invited you over a couple of times to try it. So when you open your package, it's a lot less magical, of course. You're still happy, sure. But rich kid has already spoiled Zelda and Mario for you.
Bah, you know you'll have fun anyways. You're 11 now. You've learnt to live with a bit of disappointment.
All of this because on launch day, some guy decided to snatch 6 Switches he wasn't even interested in instead of buying 0, just to "make a buck". Of course, he sold nothing with his 100% marked up price, and three weeks later, ended up craiglisting half of his stock for $340 - barely making any money off the units because of the taxes he had to pay on his initial purchase.
He calculated his net profit for the total operation. They barely amounted to $200, thanks to one man who caved in for $400 early on.
The scalper was satisfied nonetheless: "suckers", he thought.
Now the question is: do you want to be that guy?