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I like how Nintendo is spinning this too... instead of

"We're already selling out so advertising is pointless, lets focus on a system that we can keep in stock... sorta."

it's.

"It'd be unfair to make more people want our awesome product since you customers who we greatly value already are forced to wait outside of stores for our product, we give you our sincerest apologies that it's already so hard to get our awesome, awesome product."