Just wait, in 11 or so months, all the same people will have forgotten about this scarcity scam and fall prey to it again... for the 10th time. Basically, many of us know the game but play anyway. It's like watching the same movie over and over again but expecting a different outcome each time. We watch, we are seduced into somewhat believing, some of us drag ourselves out of bed at the worst time of our sleep cycle, our orders are typically fulfilled, we gush "I got one" like we won some precious contest, and then we forget THIS movie and it's almost entirely new to us next year.
Apple only has to push the same play button each year, where the definition of "play" is different for them. If it ain't broke???