Besides the doorbusters, they had limited stocks of rare items too. It'd be like if Best Buy had a sale two years ago on Nvidia GPUs at 40% off retail. So you had the scalpers in the early days of eBay fighting with the parents who needed Christmas presents, on items you couldn't get anywhere else, from Playstations to Tickle Me Elmos.

On second thought, it's probably best that the internet killed it. People are wild.