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Again, why set a purchase limit when you can let the price do the limiting? If you want to buy all the Glock 34s for $1000 each, why do I care? You are correct. I am only worried about making the maximum profit on people who want to spend money. A guy that wants a Glock 34 now that everyone else wants one for a decent price waited too long. If it is too expensive, they should have not waited.If you're truly worried about someone buying up all the $600 G34s to resell at $1000, you could just set a purchase limit. Between DROS + all the time it takes to do the paperwork and pickup, that would put a kibosh on that real fast.
Look, people understand that the free market compels businesses to try to capture as much of the consumer surplus as possible, especially for goods that are limited. However, don't try to spin it as doing everyone a public service by preventing hording/reselling. Just tell it like it is: that you're in the business of making money, and that you're OK trading customer goodwill for increased profits.
Economists will agree that pricing goods at customer's willingness to pay is the "fairest" pricing model. However, they'll also be quick to point out that consumers perceive the cost-plus model to be fairest, so don't be surprised when customers get upset at a business model where you jack up prices just because you can.
And it is the smartest thing to do. I have never set purchase limits ever. When 9mm ammo was $40 a box, those with ammo walked in, saw the price, and walked out. Those who had none bought 2-6 boxes and had no idea it was only $12 a few weeks before. They wanted it and the others had plenty and were just trying to add more. And that left ammo on the shelves for people who needed it most. Ammo limits simply limit my profit, increase my work load since there is an ammo background check with every purchase, and leave nothing left for those who need it.
Economists agree that letting the market dictate price is best. And in times of increased demand and limited supply, raising prices will correct the market. Everything else does not. Of course consumers do not like this, but that is their fault for not buying sooner.
What always cracks me up is when a seller sets a really low sale price, the consumer never demands to pay more because it is not fair. Personally, I do not mind pricing out customers that do not understand economics. They can go bother someone else and do additional paperwork, wait more than 10 days because of store policy, and not receive their gun on undetermined too.
The silly thing is my Glock 34s are still sitting there. No one has even come in to ask about them. I haven't even set a new price yet either.