So you knew this is in demand already and so you should have guessed how the demand would skyrocket with a 40% discount.
I also know a lot of other vaping stuff people are praising but always bought it beacuse of bigger stock/production. Analogy you use does not say anything.
I understand the point you want to make but you should try to get a bigger picture. People have different expiriences and they act on those they are used to.
My suggestion for AV guys is to put note on the top of their web page about limited orders per day (even when it is not sale, because reading this few pages I found out that this could happen every day) and than we will all know what should we expect and do.