First: If it were a first come first serve deal then all the little kids that just got out of high school or just have that extra time and no job would get the shoes, leaving the ones that actually have jobs ***-ed out.

Second: If it were an "auction" like some many other stores are doing then it's just a matter of who has the most money. Pretty much like e-bay right there at the actual release. The people that have been saving up the past month for these would then be ***-ed out if the price exceeds what they are willing to pay. That's not fair.

Third: There could be "reserve me a pair" method, which wouldn't work because that's just picking favorites and defeats the whole purpose of a release.

So you could go, buy a shirt and receive a raffle ticket, and hope for the best. The tee-shirts that they are selling isn't even a NIKE brand shirt. So it's not a matter of NIKE or the store trying to "make money anyway they can…", it's the store trying to be fair to everyone. I'm sure the shoes will also be box price because politics always holds it down like that!