Life isn't fair. Aside from supply, many kids won't get iPad minis for the holiday because parents can't afford $399 either. Some kids won't get much of anything. This happens every holiday with the most sought after items and some children won't get what every other kid in the country wants. Hopefully they will still have a nice holiday and won't be permanently scarred by this. I don't condone this practice but is just life and the way some people make a little extra money. As a collector of hard to find items, I can assure you that if supply is severely limited you won't be able to get the item even when it is offered at standard price - someone will beat you to it.