I have a theory about this. Apple keeps retuned products in the physical store, cleans them and shrink-wraps them so they look brand new, and feeds them back to serial cherry-pickers. Some of OCDers will then "placebo-effect" themselves into finding an acceptable unit, the rest will be infuriated by endless stream of returns, abandon Apple ship, stop their serial returns, stop bitching on MR forums, and overall, it's better for Apple. Because imagine that they have a constrained supply, the store received 10 iPads and one cherry-picker went through all of them (opening boxes right in the store and exchanging on the spot), now what? The store has no iPads for normal customers, they have to send all units to refurbishing facility and delay their sale by a few months, and get significantly less profit ($75+ per each iPad Air). The business is destroyed: many people essentially worked for free to satisfy one OCD wacko.