I hate having to prove my brand loyalty just for the chance to buy hardware at full price
The article discusses escalating frustration with anti-scalper measures implemented by hardware vendors, particularly Sony Japan’s new lottery system for PS5 Pro pre-orders. To qualify for the chance to purchase the expensive console at full price, customers must have a verified Sony account in Japan with at least 60 hours of gameplay history on PS4 or PS5.
While the author acknowledges the legitimate problem scalpers pose—using bots to monopolize limited stock and resell at inflated prices—they argue that brand loyalty requirements create a frustrating alternative. Rather than simply making hardware accessible to willing buyers at recommended retail prices, vendors are now gatekeeping purchases behind artificial barriers that penalize new or casual customers.
This approach reflects a growing trend in hardware retail where anti-scalper measures inadvertently create exclusionary systems. By requiring extensive prior engagement with a platform, vendors effectively prevent new customers from accessing their products, even if they’re willing to pay full price. The irony is stark: customers unable to secure hardware face a choice between building unnecessary playtime or accepting scalper markups.
The broader issue highlights a tension between combating reseller bots and maintaining inclusive purchasing practices. While anti-scalping efforts are necessary, requiring brand loyalty as proof of legitimate purchase intent solves one problem while creating another—potentially alienating potential customers rather than serving them.