"Buzz is only part of it. Artificial scarcity has three results. First, there is the media cycle. People online complaining that it's sold out everywhere and that only scalpers got them is a factor that creates awareness on a grander scale.

Second, it creates a perceived need for the product. Act now or it'll vanish forever, or so the mentality dictates. Nintendo's lack of transparency on amiibo is an example of this. Nintendo unequivocally said that some amiibo would not be replenished in the future. This was after Villager, Marth, and Wii Fit Trainer sold out. At that point, when amiibo released, people bought them with increased fervor because they might be gone. In the end they all got many restocks and are readily available now.

Lastly, it's beneficial to Nintendo from a manyfacturing standpoint. If the NES classic is sold out everywhere as we are hearing, that equates to 100% sell through for the initial shipment. Nintendo is not left stuck with warehouses full of unsold units, the opposite of what happened with Wii U.

For a $60 stocking stuffer, this is an inexcusable situation from a consumer standpoint. However, if you're Nintendo, this is looking pretty darn good about now. Everyone wants an NES Classic, and they will scoop them up the moment stores get them in stock."

So now not only people who are interested in the actual product want it but also people who might see an opportunity to sell it at a higher price are interested. You're more likely to buy something you know you can sell and make money doing it.