Why can't they all win? Certainly there is a flooding of the market on new pins at the moment, but as long as the businesses are doing their diligence as to supply and demand they can all win. Spooky has the right idea for their model. Sell in batches of 50 until demand goes down. They will invariably be left with little stock and low risk. Why should they care about the secondary market? That will go up and down with the tide.