For all we know, it could be some rich dude who's happy to unload it not caring about the price. Edition buyers are likely rich enough to afford multiple Edition units. However, they'll most certainly have the worst resale value due to them becoming obsolete in a few short years (unlike a $10,000 Rolex that will last a lifetime).
To be fair, a Rolex only lasts a lifetime when you get an approximately $700-$1000 service about every 5-10 years, where many of the internal components are often replaced. Also, most Rolex watches also take a depreciation hit when purchased new, although surely the Edition's depreciation will be much more.